The term 'demure,' once associated with modesty and reserve, has seen a resurgence on TikTok, driven by a viral video from TikToker Jools Lebron. Originally from the Old French word 'demurer,' meaning "to linger," the word evolved in the Middle Ages to describe someone modest or shy. The video, which has garnered over 23 million views, ignited the trend, making 'demure' a buzzword across social media. Even celebrities like Penn Badgley have joined in, showcasing their own takes on the trend, further cementing its popularity in modern digital culture.
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00:00If you've been feeling very mindful, very modest, and very cutesy, you may have just caught the demure bug.
00:06The word demure's origins can be traced back to the old French word d'amour, or demureur,
00:11which meant to linger or to delay.
00:13By the late Middle Ages, demure began to acquire its modern connotation,
00:17referring to someone who is reserved, modest, or shy.
00:20This change likely arose from the notion of someone being slow to speak or act,
00:24interpreted as a sign of modesty or decorum.
00:28So why is it all over your For You page now?
00:31The sudden and explosive popularity of demure can be linked back to TikToker Jules LeBron
00:36after she posted this video.
00:38You see how I do my makeup for work?
00:40Very demure. Very mindful.
00:42You see how I look very presentable?
00:44The way I came to the interview is the way I go to the job.
00:48A lot of you girls go to the interview looking like Marge Simpson
00:51and go to the job looking like Patty and Selma.
00:54Not demure.
00:55And this TikTok resonated.
00:57It currently holds over 23 million views
01:00and sparked widespread usage of demure across social media platforms.
01:04Even huge celebrities are hopping on the trend,
01:07such as Kim Kardashian and Penn Badgley,
01:09who showed the internet how he gets ready for a day on the set of Netflix's You.
01:14You see how I show up to work?
01:16Very demure. Very mindful.
01:19I don't really do too much when I'm at work.
01:24I'm very mindful.
01:27Playing a romantic icon for five seasons.
01:29I'm very modest. I'm very mindful.
01:31You see my shirt?
01:32Show them the shoulders, not the boulders.