What's the meaning of 'very mindful, very demure'? How the internet trend started

Forget about brat summer. A new social media trend has taken the internet by storm just in time for the fall.

Following the recent embrace of all things messy and "brat," the internet has now adopted a new aesthetic and mindset: "demure," which is all about being cutesy, clean and mindful.

But where did the new trend come from? And what exactly does it mean?

If you're not chronically online, here's what you should know.

What is the 'demure' TikTok trend? Who started it?

According to USA TODAY, demure, the new viral attitude, was popularized by Jools Lebron, a TikTok creator with 1.2 million followers. People magazine reports the trend took off after Lebron posted a video Aug. 2 describing how she gets ready for work in a “demure” way.

As of Aug. 14, the video has received roughly 3.9 million views, over 485,000 likes and 2,000 comments. Since then, thousands of other videos have been posted on the social media app under the hashtag "demure," including several videos from Lebron, which have accumulated millions of views.

But what is demure?

USA TODAY states the term is all about being cutesy, clean and mindful and not drawing attention to yourself. There's also an emphasis on productivity and navigating your life with quiet confidence and gentility.

It's unclear whether the trend is sincere or satirical, USA TODAY added, but it is gaining traction online, even if it's ironically. Many users have even joked that demure will replace brat summer in the fall.

What does it mean to be 'demure'?

Being demure isn't just an aesthetic. It's a way of life, and Lebron even has instructions on how to be demure while boarding a plane, responding to drama and ordering food.

"You see how I do my makeup at work? Very demure, very mindful," Lebron says in one video with over 10 million views. "I don't come to work with a green-cut crease. I don't look like a clown when I go to work. I don't do too much. I'm very mindful while I'm at work. See how I look very presentable? The way that I came to the interview is the way I go to the job."

And like most trends these days, even major corporations are infiltrating the new Gen Z meme.

"Not standing immediately when the plane lands is so demure," United Airlines commented on TikTok.

"Vacation responder set to on, very demure," added Google.

What does the word 'demure' mean?

Merriam-Webster defines "demure" as affectedly modest, reserved or serious. Synonyms include coquettish, coy and kittenish.

What is 'brat summer'?

Brat summer is the lifestyle associated with being a "brat," a term that gained popularity following the release of pop singer Charli XCX’s album "Brat" on June 7. According to USA TODAY, being a brat means indulging in pleasure and not concerning yourself with societal expectations.

Rather than conforming to the status quo − on matters of aging, clean living or etiquette − brats focus more on having fun, embracing their community and unapologetically embracing individuality.

Brat summer is also marked by its bold, colorful and sometimes provocative fashion statements, often inspired by Gen Z’s revival of Y2K fashion, as well as the color "slime green."

Are you demure or brat?

The brat trend is all about embracing your messy side, including loud makeup, clubbing, partying and general chaos. It is pretty much the opposite of demure, which promotes a more polished and grounded approach to life.

However, People magazine reports both trends are "less of a lifestyle and more of an overall vibe" and the energy behind demure could also be considered brat.

USA TODAY's Alyssa Goldberg contributed to this report.

This article originally appeared on Cincinnati Enquirer: What does 'very mindful, very demure' mean? Dissecting the trend