If you’ve been online at all recently, you’ve probably noticed the term “demure” popping up, especially on social media platforms. As the “brat summer” era fades, the internet is gravitating towards a completely different vibe, moving away from the “messy” aesthetic.
If you’re familiar with all of this, it might be a sign that you’re spending too much time online.
So, what exactly does “demure” mean on TikTok? And what was “brat summer” all about? Here’s an overview of these trends.
What Does Demure Mean?
Outside of its social media usage, Merriam-Webster defines “demure” as “affectedly modest, reserved, or serious.” It carries a similar meaning to “coy.”
While dictionaries provide literal definitions, they don’t always capture the full social or slang context. The current trend does relate somewhat to the dictionary definition of “demure,” but there’s more to it.
The Demure Trend on TikTok
The trend, known as “demure,” has gained massive traction online, largely due to TikTok personality Jools Lebron. With 1.2 million followers, Lebron has posted several viral videos explaining what the trend represents.
In essence, being “demure” means embodying a cute, clean, and mindful demeanor. It involves not drawing too much attention to oneself, avoiding loud or chaotic behavior, and carrying out daily tasks with quiet confidence and grace. Dressing modestly at work? That’s demure. Waiting calmly until your plane fully deboards before standing up? Very demure.
“You see how I do my makeup at work? Very demure, very mindful,” Lebron explains in one of her videos, which has racked up about 18 million views. “I don’t show up to work with a bold green eyeshadow. I don’t look clownish at the office. I keep it simple and professional. See how I look polished? That’s how I approach my job interviews and my workday.”
Despite the flood of content around the “demure” trend, it’s still debated whether it’s being taken seriously or if it’s just another internet joke. Some users seem to be engaging with the trend ironically.
For example, Bob the Drag Queen uploaded a TikTok where they applied over-the-top makeup while using Lebron’s audio about “demure” workplace looks.
Another TikToker humorously referenced the trend while taking antidepressants: “You see how I take my meds daily? Very demure, very mindful, to avoid a manic or depressive episode. Be mindful of why your doctor prescribed them. Very demure.”
We’ve just explained the demure trend. Very mindful, very cute.
Brands Joining the Trend: ‘So Demure, So Mindful’
Brands are also jumping on the trend. “Not standing up as soon as the plane lands is so demure,” United Airlines commented on TikTok. Google joined in with, “Vacation responder set to ‘on,’ very demure.”
As the trend grows, some companies are even creating original content around it. United Airlines recently posted a TikTok featuring a traveler at the airport with a suitcase, using Lebron’s sound and captioning it, “very demure, very mindful boarding.”
What Is Brat Summer?
The “demure” trend is the opposite of the “brat” trend. Inspired by Charli XCX’s album of the same name, “brat” is all about fully embracing your wild side, featuring bold makeup, partying, and general chaos.
In a TikTok interview, Charli XCX described “brat” as being that girl who’s a bit messy, occasionally says silly things, feels herself but might have a breakdown and still parties through it. It’s raw, honest, and a bit unpredictable. That’s “brat.”
Charli XCX isn’t encouraging reckless behavior, but rather celebrating individuality and not conforming to societal norms.
Even Vice President Kamala Harris was pulled into the “brat summer” trend. After President Joe Biden withdrew from the 2024 race and endorsed Harris, Charli XCX publicly supported Harris, simply stating, “Kamala IS brat.”
What Does Skibidi Mean?
This one’s a bit tricky. Depending on how it’s used, “skibidi” can mean anything from “bad” to “cool,” or even refer to someone obsessing over a trivial issue.
The term originated from the YouTube series “Skibidi Toilet,” a set of short videos featuring – and yes, this is real – people with long necks and scary faces who live in toilets. The series is about these “toilet people” taking over, while people with cameras, TVs, and speakers for heads try to stop them.
And yes, this is serious: Variety reports that Michael Bay, known for movies like “Armageddon” and “Transformers,” is working on “Skibidi Toilet” film and TV projects.
While no concrete plans have been finalized, Variety notes that Bay and his team are considering a hybrid animated/live-action franchise similar to the “John Wick” movies.