What is the ‘demure’ Trend Replacing ‘brat summer’?

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In the digital era, social media dictates practically everything around us—from the clothes we wear to the words we add to our vocabulary. In line with this, TikTok is now promoting a new trend for the upcoming season: demure fall.

As the name suggests, it looks like the wild and whimsical summer will be followed by a new trend of modesty and restraint, focusing on things that go unnoticed and don’t draw attention.

The expression has gone viral thanks to content creator Jools Lebron, who has garnered millions of views on her videos using the term. She explains its meaning with examples: waiting for all the passengers to disembark before you do on a flight or arriving at work on time with a discreet outfit and minimal makeup are situations that can be described as ‘demure.’

@joolieannie #fyp #demure @OAKCHA @Paul | Fragrance Influencer ♬ original sound – Jools Lebron

From ‘brat summer’ to ‘demure fall’

Just a couple of months ago, we embraced ‘brat summer,’ coined by Charli XCX, which is the complete opposite of ‘demure.’ The fashion associated with the English singer’s latest album was all about bold acid tones, eye-catching greens, a sassy attitude, and outfits that were both simple and striking.

Social media has quickly shifted from talking about ‘brat summer’ to ‘demure Fall’—in other words, we’ve gone from a whimsical summer to a reserved fall in the blink of an eye. As we step away from the beach and return to long-sleeved clothing, we’ll transition from uninhibited dance floor behavior to a more reserved attitude—one where we might simply hold a drink without straying far from the bar, avoiding standing out in the crowd.