The Demure Trend Explained (Internet's Latest Obsession)

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Hi Friends

This week I'm sharing my thoughts on the viral TikTok trend, or movement, or way of life that is being demure and mindful. These are two things that are definitely desirable qualities to have and some of the least likely qualities to find online. When you think of TikTok mindful and demure are some of the last things that come to mind.

In the midst of people embracing a Charli XCX BRAT summer, mindful and demure stands, in what seems to be, direct opposition to that while being embraced by some of the same individuals. Content creator Jools Lebron brought the term to the forefront and the lifestyle to the world when she made a TikTok showcasing herself being mindful and demure.

It's a welcome change from the more harmful challenges, and has taken a more positive spin than the more neutral, get ready with me, ASMR, or fit check trends.

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Video Directed by Jacob Menache
Recorded at DC Improv in Washington, DC