If you’ve finally wrapped your brain around Brat summer, get ready for another viral head-scratcher. The “so demure” trend has blown up on TikTok and Instagram, with everyone from J.Lo to Joe Biden jumping on the bandwagon.
The trend is inspired by a video by Jools Lebron where the influencer talks about her work style: “You see how I do my makeup at work? Very demure, very mindful. 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.”
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
The 30-second clip now has 40 million views (and counting) and has inspired an internet phenomenon. The trend has been reimagined in every way possible. United Airlines released a video about plane behavior saying, “See how I line up for the plane? Very mindful.” The White House even posted an Instagram photo with a caption calling the cancellation of student debt “Very mindful. Very demure.” J.Lo has used the trend to promote her beverage line, and Kim Kardashian called her new Skims line “very cutsie.” Dunkin’ has capitalized on the moment multiple times this month, most recently to promote its new pumpkin beverages.
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The trend may just be a passing internet moment, but it also might be a call for more respectability in our free-wheeling climate. How can shoe retailers get on board? Use the trending audio to promote “very mindful” comfort shoes or set up a display of “cutesy” ballet flats in-store.
