For Lebron,demure is essentially synonymous with mindful,considerate,sweet and cute (aka “sweetsy” and “cutesy”). Instead of a mere descriptor,it has become a mindset,meaning anything has the capacity to be demure,from how you look to how you think and behave.

But it wouldn’t be TikTok if there wasn’t some irony. Many of Lebron’s posts are tongue-in-cheek – she’s saying one thing while showing the complete opposite. For example,inone video she explains how shorter,“respectable” hair appears more demure,but in actuality her hair goes down to her belly button.

Why did this take off?

Following hot on the heels of Charli XCX’s“brat summer”,the demure trend embraces individuality,confidence and authenticity in a way that other more demanding and exclusionary TikTok trends,like the “clean girl aesthetic” and “tradwife” movement,do not.

You caneat a greasy meal while saying it’s a leafy salad in a demure way,for example. Though some of the videos demonstrate actual ways to appear modest and mindful,such asnot rushing out of a show as soon as it ends,there are many that celebrate the more chaotic,realistic side of life,such as “demure walks of shame”.

Who else is being demure and mindful?

Though generally steeped in irony,some creators have adopted the trend to either promote their brands or to share more serious messages in an accessible,humorous way.

Sephora shared avideo of how to try samples demurely,while Sydney restaurantSaluti By Novella shared how “cutesy” their pizza is for not spilling out of the box.

Similar to “brat summer”,it has entered politics,with certain commentators posting videos using Lebron’s original demure soundbite alongside images of US Vice President Kamala Harris and former president Donald Trump. Similar has been done for Australian Labor Party memberNina Taylor.

The ABCs of TikTok

TikTok has essentially gone from reflecting the collective voice of a generation (Gen Z) to influencing it. As difficult and random as it can be to go viral,chances are heightened when catchy words and strange phrases,aka “trendbait”,are used.

Now that you understand demure (redefined),here’s a cheat sheet of some other words TikTok has either pulled from thin air or given new meaning:

Rizz: charisma.

Bussin: food or drinks that taste good.

Gyat: sometimes shorthand for “Get Your Act Together”,sometimes used to compliment larger bottoms.

No cap: truthful,no lie.

Lit/Fire: used to describe something that is awesome.

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