The Emergence of "Demure" in Internet Culture

Jools Lebron (@joolieannie), AKA creator of the viral ‘Miss Demure, Very Mindful’ trend, made her fashion show debut at Bottega Venetta SS25 in Milan 

In the fast-paced world of internet culture, where boldness often reigns supreme, a new aesthetic has quietly emerged: demure.

Defined by its understated elegance and quiet confidence, demure stands in contrast to the louder, more flamboyant trends that dominate social media. This subtle shift reflects a growing desire for authenticity and restraint in an age of performative excess.

The Rise of Demure: A Counter to the Noise

As digital spaces become increasingly saturated with vibrant displays of self-expression, the demure aesthetic offers a refreshing alternative. Rooted in modesty, grace, and a sense of timelessness, demure is about making an impact without the need for grand gestures. It’s a nod to those who find power in subtlety, choosing to express themselves through carefully curated, often minimalistic styles and behaviours.

This trend is not just about fashion, though it certainly influences it. It’s about a broader cultural shift towards valuing depth over spectacle. In a world where everyone is vying for attention, demure invites us to pause, to appreciate the beauty in simplicity, and to reconnect with a more grounded, authentic self.

Connecting Demure to the BRAT Phenomenon

Interestingly, this rise in demure coincides with another powerful trend: the BRAT aesthetic popularised by Charli XCX. At first glance, BRAT and demure might seem like polar opposites—BRAT is bold, unapologetic, and in-your-face, with its neon green hues and rebellious energy. However, both trends share a common thread: they are reactions to the cultural moment, each offering a distinct way to engage with the world around us.

While BRAT embraces maximalism and a defiant attitude, it too is a form of self-expression that resonates deeply with those who feel disconnected from mainstream norms. It’s about breaking free from expectations and creating your own narrative—much like demure, which rejects the need for loudness in favor of a more reserved, but equally powerful, presence.

Together, these trends highlight the diverse ways individuals are navigating the complexities of modern life. Whether through the bold strokes of BRAT or the quiet elegance of demure, they remind us that there is no one-size-fits-all approach to self-expression.

The Future of Demure

As we move forward, it will be fascinating to see how the demure aesthetic continues to evolve. In a world that often rewards the loudest voices, demure offers a reminder that there is strength in stillness, power in poise, and beauty in restraint. It’s a trend that’s here to stay, offering a counterbalance to the noise and a space for those who value authenticity above all else.

At MYTHOSMKRS, we’re excited to see how these cultural shifts will shape the future of marketing and community building. Whether through the bold energy of BRAT or the quiet confidence of demure, we believe in the power of storytelling to connect brands with their audiences in meaningful ways. As these trends continue to unfold, we’ll be here to help you navigate the ever-changing landscape of culture and creativity.

And here's a video by the creator Jools Lebron that explains it perfectly! https://www.tiktok.com/@joolieannie/video/7400148968350436651