It all started last August 8 on TikTok and specifically on the account of creator Jools Lebron. In the genesis video, the trans woman presents herself to her followers with a pretty flashy beauty look. The goal? To poke fun at all those women who, in order to scrape together a few crumbs of male attention, present themselves as unpretentious, plain, and disheveled, while appearing totally the opposite.
Why? Showing up at a given or in a social video looking enviable by declaring “I put on the first thing that came into my hands” might elicit comments such as “but how perfect you look!”, “you look beautiful, think if you had even studied your look” and so on. In short, the classic game of false modesty.
@joolieannie #fyp #demure @OAKCHA @Paul | Fragrance Influencer ♬ original sound - Jools Lebron
Demure really means modest, reserved and discreet. It is precisely with this term that in the famous video above Lebron describes these women seeking compliments. Needless to say, after a few hours the term now obsolete even to English speakers goes viral and acquires the power of an Australian boomerang.
From then on it is also associated with the term mindful, specifically the tiktokian wording reads, “very demure, very mindful.” The social people then, have not the slightest doubt in electing their queen, the spokesperson for the trend of the moment: Kamala Harris.
His always composed and unassuming looks leave no choice, and the victory, for the moment in this election alone, is unanimous. Even the social media manager of the White House profile has no doubts in riding the word of the moment and uses it in a caption accompanying a photo of current President Biden: “Cancelling the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure.”
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Of course, there are so many celebrities who are trying to translate their style by transforming from perfect brat girl to demure girl.
Kendall Jenner defined her own image as demure chic. Gigi Hadid similarly described her look during an evening in Paris, and Blake Lively, herself one of the trends of the moment, used it to describe a high-collared outfit.
Is modesty then the new black?
Illustration by Gloria Dozio - Acrimònia Studios
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