Demure autumn: The end of brat summer's indulgence

Lifestyle trends promoted on social media are constantly changing. Not long ago, influencers on TikTok and Instagram were promoting Brat Summer, where the primary focus was fulfilling one's desires. With the change of seasons, the desired lifestyle is also changing. Brat Summer is being replaced by Demure Autumn. But what does this term mean?

The term "demure" was first used by transgender TikToker Jools Lebron. She used it to describe her work appearance. The influencer highlighted that she wears subtle, light makeup, a smoothly brushed wig, and modest clothing, which create the image of an approachable, cultured, modest woman. Lebron compared herself to women who opt for bold, colourful makeup and skimpy clothes. The TikTok video turned out to be a massive hit—when writing this article, it was viewed 8.9 million times.

Since her first video, Jools Lebron has demonstrated how to be "demure" in different situations. But what does this word mean? According to dictionaries, "demure" literally translates to "modest" or "reserved." It is most commonly used to describe a quiet, calm person who behaves in a subdued, modest manner and sometimes even somewhat shy. Regarding behaviour or attire, "demure" can suggest elegance, simplicity, and a lack of ostentation. Jools Lebron offers tips on being demure on a plane, at the airport, at influencer events, or in taxis. Thanks to her videos, the TikToker has gained immense popularity. International companies, including Spotify, are seeking to collaborate with her. Spotify commented under one of her videos: "So we're trying to convince Jools Lebron to work with us. We want to see you listening to music 'very demure.'"

Many believe that the trend towards a demure lifestyle contrasts with Brat Summer. The trend of spending summer in the style of Charli XCX's latest album involves spontaneity, breaking the rules, creating memories, fulfilling one's needs, having fun, indulging one's inner child, financial irresponsibility, and focusing on oneself. Demure Autumn aims to care for the well-being of those around us and maintain decorum.

Does Charli XCX support living a demure lifestyle? Most likely, yes. The vocalist shared a video on her Instagram Story, where Jools Lebron recreates a dance to the song "Apple." However, the TikToker does it with restraint. The singer captioned the video: "ugh sooo cutesy, so fab," which can be translated as "Oh, so cute, so fantastic."