2024 has been a year of many things — AI leaps, global discussions on climate, and oh yes, the advent of two contrasting lifestyle trends that have gripped the hearts and minds of Gen Z: Demure and Brat Summer. These two wildly different yet equally captivating trends have emerged from the depths of TikTok, redefining what it means to be fashionable, mindful, and let’s not forget, a little bit chaotic.
As these trends sweep through social media with the subtlety of a firecracker, it’s time to take a closer look at what it means to be demure versus embracing the wild ride that is Brat summer. Are you reserved and mindful, or do you lean into your bratty, chaotic energy? Let’s dive into the origins, appeal, the celebrities championing these trends, and the fashion styles they inspire.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
“Demure” isn’t just a word plucked from your grandmother’s vocabulary anymore; it’s a full-blown TikTok phenomenon. Sparked by TikTok creator Jools Lebron, this trend is all about embracing an air of modesty, and mindfulness, laced with a touch of cutesy charm. It’s a lifestyle that promotes understated elegance and good manners, with a healthy dose of self-restraint. In a world that often values the loud and brash, the demure trend offers a refreshing counterbalance — encouraging people to pull back, be mindful of their actions, and look presentable without overdoing it.
The demure trend has its roots in Lebron’s viral videos, where she humorously guides her followers through daily tasks in a “very demure, very mindful” way. Whether it’s about how to do makeup that’s both flawless and understated or how to walk into work without making a scene, the goal is clear: be reserved, be modest, and above all, be mindful. This trend isn’t just about fashion — though it certainly includes it — but extends to behaviour, attitude, and lifestyle choices. Think of it as the antithesis to the flamboyant “main character” energy that dominated social media in previous years.
@urfavgbfduh You see the way we get into the @Uber @Jools Lebron ♬ original sound – urfavgbfduh
Lebron’s take on being demure goes beyond just fashion or behaviour — it’s about respecting those who came before her and laying the groundwork for the next generation. With her trans-identity fronting the demure ethos, she utilises it to honour and recognise that lineage: “There has been so many demure divas who have come before me,” Jooles adds, citing Venus Xtravaganza, star of the drag documentary Paris Is Burning. But as her videos blew up, the concept of “demure” has taken on a life of its own. Now, people are having fun with it, creating satirical content where they playfully question what counts as demure — like eating an oversized sandwich or a giant donut, all while keeping a straight face.
When it comes to fresh-off-the-boat TikTok trends, celebrities are some of the biggest buyers. For the blue ticks of the world, hopping onto the demure trend was just a matter of time.
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The queen of reinvention herself J-Lo has embraced the hot, new trend straight off the divorce boat. With the Ben Affleck marriage behind her, Lopez surprised her fans by promoting her beverage line, Delola, in a more reserved, elegant manner. In her Instagram post, she emphasised how she enjoys her drinks in a “demure” way, pairing the captions with a video that reflect a more understated, quiet luxury-laced aesthetic. She demonstrated this by slowly sipping a cocktail, saying, “See how I do this, when I drink from the bottle? Very demure. I don’t just chug it.”
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Another big whig who has historically been associated with her out-there-version of fashion, Kim Kardashian has also dabbled in the demure trend. In a recent campaign for her Skims line, she shared behind-the-scenes images that were captioned with “very cutsie, very mindful, very demure.” The photos featured her rocking a red set, deconstructed ski boots, and some light blue shadow contrasting her beach blond retro-style hairdo.
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Another celebrity to join the demure gang is star of Netflix’s You, Penn Badgley. While in some ways his portrayal of the dark, complex Joe Goldberg can be considered quite mindful, Badgley took a playful turn by recreating Lebron’s TikTok videos as a way of announcing the wrapping of the final season of the show. In his TikTok, Badgley parodies Lebron by emphasising his modesty and mindfulness on set, showcasing how even those known for playing intense characters can also be the archetype for a more reserved lifestyle.
@ash_kholm VERY Demure @Khloé Kardashian @Jools Lebron @Dimitri Giannetos #verydemure ♬ original sound – Ash K HOLM
Joining her sister Kim, Khloe has also embraced the demure lifestyle, often posting on social media how she adopts “very demure” practices with her hair and makeup team. Her shift towards more minimal fashion choices has been noticeable, and its giving modest all the way!
Other celebs like Lindsay Lohan, Olivia Rodrigo, Lizzo, SZA, and Gillian Anderson have also made a beeline for the now-viral trend, adding their own spin to the 10,000-video-strong movement on TikTok. Brands like Netflix, Google, and E.L.F cosmetics have also found moments to sparkle amidst the virality by partaking in the trend, cashing in on the engagement.
Even outside the fashion and beauty industries, brands have embraced demure. United Airlines, for example, has utilised the demure aesthetic in their social media, pairing their travel services with the idea of being mindful and reserved while travelling — a stark contrast to the chaotic hustle associated with airports. In an unexpected move, even Dunkin’ Donuts labelled its classic glazed doughnut as “demure” and “mindful,” adding a playful twist to the trend and showing that even a fast-food staple can get in on the viral action.
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When it comes to fashion, demure is all about understated elegance. Here are some key elements:
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On the flip side of the spectrum, we have Brat Summer, a trend that is as loud and messy as demure is quiet and composed. Inspired by Charli XCX’s album Brat, this trend is all about embracing your inner rebel, indulging in chaos, and living life with a “don’t care” attitude. If demure is all about restraint, then brat is about breaking the rules and doing it with a smudged eyeliner and a pack of Marlboro Lights in hand.
Brat Summer is primarily defined by its grungy, rebellious aesthetic — think lime green, leather, and a smoky eye that’s as edgy as it is smeared. It’s a celebration of the messier, more chaotic side of life, where the goal is to live in the moment without worrying too much about the consequences. This trend has found a home among those who are tired of the pristine Instagram influencer look and instead want to embrace a more raw, unfiltered version of themselves.
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As the originator of the Brat Summer trend, Charli XCX embodies everything this trend stands for. Her album Brat is the ultimate soundtrack for a chaotic summer, with its pulsating beats and lyrics that capture the manic energy of a night out. The singer’s own fashion choices reflect the vibe — she’s often seen in daring outfits that mix high fashion with elements of grunge and punk, from leather jackets to platform boots.
One of the trademark mantras of Brat Summer is to be “so Julia,” a reference to Charli’s song “360” and actress and model Julia Fox, who was featured in the single’s music video. Fox has become a poster child for this trend, frequently spotted in bold, rebellious outfits that scream “I don’t care what you think.” Her fashion choices often include ripped jeans, crop tops, and heavy makeup — from peekaboo cut-outs to micro-everything. Fox’s willingness to push boundaries and defy expectations makes her the perfect ambassador for the aesthetic.
kamala IS brat
— Charli (@charli_xcx) July 22, 2024
And in a surprising twist, even Vice President Kamala Harris has leaned into this bratty energy with her campaign adopting brat-coded imagery on social media. This trend isn’t just about fashion — it’s a full-blown lifestyle that’s encouraging people to live boldly, unapologetically, and with a bit of rebelliousness.
@phia_co some outfits inspired by brat summer all from @7 DRAWERS #charlixcx #brat #bratsummer #fashion #inspo #style #vintage #vintagefashion #foryou #viral #trending #foryoupage ♬ original sound – habz.fx
The fashion associated with Brat Summer is a deliberate rebellion against the polished, curated looks that have dominated social media for all these years. Here’s what you’ll need to get the look:
So, why have these trends gone viral? The answer lies in their stark contrasts and the way they each offer a unique approach to modern life. On one hand, the demure trend resonates with those who crave simplicity, mindfulness, and a return to a more grounded, less chaotic way of living. It’s a reaction to the overstimulation of social media, where everyone is trying to be the loudest voice in the room. Demure offers a sanctuary of calm in a world that often feels overwhelming.
On the other hand, brat summer taps into the collective need to rebel against societal norms and expectations. It’s a celebration of individuality and the rejection of the pressure to conform. In a world where everything is curated and polished, brat summer is a breath of fresh air — it’s raw, it’s real, and it’s unapologetic. This trend appeals to those who are tired of playing by the rules and want to live life on their own terms.
| Demure | Brat Summer | |
|---|---|---|
| Drink of Choice | A glass of prosecco with a side of sparkling water. | Three martinis and two negronis, plus a drunk text to your ex. |
| Morning Routine | Scheduling all meetings for after 11 AM to allow for a calm, mindful start. | Rolling into work hungover, but still looking fabulous. |
| Hangout Spot | Sipping coffee at a quaint café | Hitting up the latest rave or a theater kid’s house party |
| Transportation | Leaving 15 minutes early to account for subway delays. | Taking an Uber and still being late, because punctuality is overrated. |
| Fashion Muse | Channeling Charlotte York with your refined, classic style. | Embracing your inner Samantha Jones, because life’s too short to be anything but bad–ss. |
| Life Situation | Happily engaged to your med school fiancé, planning a future filled with art galleries in Chelsea. | Navigating a situationship with a toxic finance guy — because it’s complicated, and you love it that way. |
Which side of the demure vs brat summer trend are you on?
(Main Image and Featured Image: Jooles Lebron/Instagram, Charli XCX/Spotify)
Senior Digital Writer, Fashion, Culture and Lifestyle
As a pop-culture enthusiast with a penchant for fashion, Srijoni found herself graduating with a degree in History from Miranda House, DU and a Master’s degree in Journalism from the Indian Institute of ..Read More
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