'Very demure, very mindful' meaning as TikTok trend buzzword takes over internet
One content creator said people should act 'very demure, very mindful' in a number of satirical, viral videos. Here's exactly what the TikTok trend buzzword means.
If your workmates have told you they're keeping it "demure" at the office or in their daily grind, it's likely thanks to one social media user becoming a viral sensation with her unique take on the term. Once you've seen the "very demure, very mindful, very cutesy" video on TikTok, you'll be hooked - just like everyone else online.
The trend took off when Jools Lebron, who describes herself as a "fierce diva" and content creator, posted a tongue-in-cheek clip about how women should conduct themselves in a "modest and respectful" manner at work. Sporting bold winged eyeliner, a generous amount of blusher, and plaits framing her face, she quipped: "You see how I do my makeup for work? Very demure. Very mindful."
Jools continued: "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. You see how I look very presentable?
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"The way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I'm very modest. I'm very mindful. You see my shirt? Only a little chee chee out, not my cho cho. Be mindful of why they hired you. Here's your reality check, diva. What's the name you'd like me to make it out to? ", reports the Mirror.
TikTok star Jools has seen her popularity soar with a staggering 31.8 million views since she posted the initial video on August 5, with followers and TikTok users alike throwing out their own rib-tickling takes on the viral 'demure' speech. Folks across the platform are baffled by what in the world it's all about.
Oxford English Dictionary defines 'demure' as an adjective characterising those who are reserved, serious and modestly shy, not making a spectacle of themselves - often used to compliment women's conduct, like praising someones 'demure smile', or admiring a 'demure blouse'. It's all about keeping it low-key and not being brash or noisy, especially in public.
But Jools is using the word with a hefty dollop of sarcasm, bending its meaning and applying it to any scenario imaginable, from maintaining 'demure' poise in a nightclub to keeping cool on a flight. While talking about airplane etiquette, Lebron quipped: "I don't go overboard, I don't go underboard. I'm not the basement. I'm not the attic. I'm where you live. I'm demure."
Even big-name brands like United Airlines are getting in on the game, dropping a cheeky comment: "Not standing immediately when the plane lands is so demure."
Elsewhere, you've got Jools graciously acknowledging hotel staff for attending to her late-night grub cravings in a subdued way. She's even managed to stay mannered while enjoying a snack or out shopping for groceries.
The latest trend seems to be a cheeky dig at influencers who are all about the "clean girl" look, with their love for minimalism, rocking beige tones and striving for sophistication. On the flip side, those embracing the demure vibe are having a laugh at themselves for being anything but that.
Kylie Jenner's fans were quick to label her as demure after the reality TV sensation and beauty mogul featured in British Vogue's September issue. Spotted on the magazine's Instagram, Kylie was sampling a selection of sandwiches and cakes, embodying the quintessential British afternoon tea experience all while acting adorably demure, naturally.
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