How are you feeling today? Very demure, very mindful?
A few days ago, such an answer might have earned a major eye roll, but not anymore, thanks to a recent trend that’s taken social media by storm. With nearly everyone embracing a “demure and mindful” attitude at home or work, My Kolkata delves into the source of this trend and explores what makes it so appealing to the masses.
Who, where, when …
It all started on TikTok — a platform that India doesn’t have access to but has managed to influence trends across the wider internet landscape. On August 2, content creator Jools Lebron posted a video showcasing her look of the day — a “demure” work outfit and “mindful” makeup. Moments later, people from various corners of the globe, including space organisations and film stars, began joining the trend — and the saga continues.
Lebron’s video has taken her places — from the Jimmy Kimmel Show to the Netflix US office. She has become a social media sensation and her Instagram reel has received more than 5.2 million views so far.
A quick history lesson doesn’t hurt
The word ‘demure’ originated in the 1600s as a verb. Before that, it appeared in the Middle English era of literature, with its earliest known use dating back to the 14th century, according to Merriam-Webster. The Oxford English Dictionary notes that William Shakespeare used the word in 1616. Merriam-Webster defines ‘demure’ as ‘reserved, modest, coy’. This little history lesson reminds you of the conventions of the Bridgerton era, right?
Fast forward to 2024, and while Lebron used the phrase in a sassy video, not everyone is on the same page. It is also raising a question whether women are reclaiming words that have not been too flattering to them in the past and redefining them, or does this come across as an ignorant use of the word given its somewhat patronising usage.
Celebs hopping on the bandwagon
From NASA (yes, you read that right!) to Bollywood celebrities like Karisma Kapoor and Mira Kapoor — the ‘Very demure, very mindful’ trend has taken on a life of its own, showcasing various perspectives. For instance, NASA shared a photo of Earth from space with the caption, “You see how Earth looks in space? It’s very demure, very mindful. Earth looks very cutesy in the solar system.” While the extra dollop of adorableness and calling the planet ‘cutesy’ might be a stretch, NASA’s involvement has undeniably added a new dimension to this trend.
Bollywood beauty Karisma Kapoor, showcasing her fashionista flair in a lime green power suit and ear cuffs, posted her look of the day. No prizes for guessing the caption!
Entrepreneur Mira Kapoor, the creative force behind the beauty brand Akind, served the #lewks dressed in a blue workday fit while lip-syncing to the dialogue.
From Hollywood, Kim Kardashian has dropped her version too, looking fabulous in a red stretchy number.
Demure — a quirky take on the prevalent idea of femininity, or not?
Character traits like reserved, modest, or coy are subjective and personal. However, using these traits to stereotype an entire gender (i.e., women) is problematic. The demure and mindful trend can be a subtle way to reclaim the original meaning of these words, as applied to women over the years, and transform them into expression of self-love. However, it is a double edged sword with the risk of influencing people to revert to an unwelcome past. It evokes memories of the ‘trad wife’ subculture, which enforces strict gender roles. This trend, which is still seen on social media, implies that a woman’s primary role is a caregiver, dependent on her male counterpart for financial support.
It also reminds one of the “brat summer” trend, which was inspired by Charlie XCX’s album Brat, earlier this year. The British singer’s album sparked a movement on social media that summarised how to rock the YOLO vibe and be rebellious at the same time.
Lebron’s TikTok video can be considered a quirky take on the prevalent idea of femininity. It can also a take on how to be presentable, and also to be mindful of oneself and one’s surroundings. So far so good. With Gen-Z lingo redefining many words from the lexicon, will this trend be able to redefine the OG meaning? Or will this be just another social media fad and end at that? Only time will tell.
