What Does Demure Mean? All About the Buzzword Going Viral on TikTok [Video]

Move over, brat summer — it’s time for demure fall.

After TikTok creator Jools Lebron posted a video of how she gets ready for work in a “demure” way in August 2024, the trend has taken off, with thousands more videos under the hashtag “demure” popping up on the social media app.

Many users have now joked that demure, which typically refers to someone who is reserved, modest or shy, will replace “brat summer” in the fall after “brat” exploded thanks to Charli xcx’s album of the same name.

“Me transitioning from brat summer to demure fall,” one TikTok user wrote over a video of themselves changing from a mini skirt and crop top to a pilgrim-esque dress and two long braids which garnered hundreds of thousands of views.

So what does demure mean? Here’s everything to know about the new TikTok trend and where it originated from.

By definition, demure …