White fragility got you down? Here's how to talk demure.

Unless you've been proactively safeguarding your mental health by avoiding social media, you've probably seen the word "demure" trending, signaling a shift from the liberating "brat summer" aesthetic.

But what does "demure" even mean?

Merriam-Webster defines "demure" as "affectedly modest, reserved, or serious." Think of it as the opposite of "coy."

However, the dictionary's definition only scratches the surface of this emerging social trend.

Enter Jools Lebron, the TikTok guru with 1.2 million followers, shedding light on "demure":

Being "demure" is about embracing a cutesy, clean, and mindful attitude. It's about not seeking attention, avoiding messy or loud behaviors, and navigating your day with quiet confidence and gentility. It's dressing modestly at work and patiently waiting to de-board a plane until it's actually ready to de-board.

In one of Jools' viral videos (18 million views and counting), she says:

"You see how I do my makeup at work? Very demure, very mindful. 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. See how I look very presentable? The way that I came to the interview is the way I go to the job."

Despite the trend's buzz, it's hard to tell if it's sincere or satirical. Bob the Drag Queen, for instance, hilariously contrasted the trend by posting a TikTok of themself putting on outrageous makeup while lip-syncing to Jools' audio about demure workplace aesthetics.

Other creators are taking a more serious approach:

"You see how I take my antidepressants every day? Very demure, very mindful, so I don't fall into a manic episode, depressive episode," says another TikToker. "Be mindful of why your doctor prescribed you an antidepressant. Very demure."

Even brands are getting in on the action:

United Airlines commented, "not standing immediately when the plane lands is so demure," and Google chimed in with, "vacation responder set to on, very demure." United even posted a TikTok embodying the trend, captioned, "very demure, very mindful boarding."

So, what was "brat summer" all about?

"Brat," inspired by Charli XCX's album, celebrates embracing your messy side. Loud makeup, clubbing, partying, and a general disregard for societal expectations in favor of individuality—that's the brat aesthetic.

Charli XCX explained her take on "brat":

“You are just that girl who is a little messy and maybe says dumb things sometimes, who feels herself but then also maybe has a breakdown but parties through it. It is honest, blunt, and a little bit volatile. That’s brat.”

Charli XCX isn't promoting bratty childish behavior but rather a fun-focused, unapologetic attitude that challenges societal norms.

When President Biden endorsed Vice President Kamala Harris, Charli XCX declared her support in true brat fashion: "kamala IS brat."