If you thought “brat summer” was TikTok’s trend’s trend in 2024, sorry Charli XCX, but this modest work and life trend has everyone seated. Don’t get us wrong, we loved being unapologetically ourselves, but this autumn trend which is giving reality checks has turned out to be the internet’s enormous buzz phrase – and, we are floored. You see, how we are going on with this article? Very mindful. Very demure. Very cutesy.
brat summer, demure fall.
— Sean Garrette (@seangarrette) August 12, 2024
Before we go any further, let’s understand where and how this trend came into existence. Popularized by TikTok creator Jools Lebron, the trend “very demure, very mindful” is all about soft aesthetics, being clean, confident, presentable, and VERY patient.
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If we go by the dictionary, the term “demure” means ‘reserved, modest, and shy’, whereas, “mindful” refers to being ‘attentive, aware, or careful’.
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This phrase has not only captured the attention of influencers and celebrities but, big companies and brands like NASA, and Netflix.
You see how Earth looks in space?
It’s very demure, very mindful. Earth looks very cutesy in the solar system. pic.twitter.com/T0EEhPIqSC— NASA Earth (@NASAEarth) August 15, 2024
Although we cannot help but refer to the OG reference in what may seem like the most Autumnal show ever, Gilmore Girls.
The phrase “very demure, very mindful” has people incorporating their minimal and modest behaviours in any, and everything including vacations, home decor, shopping, relationships, dating, and eating out, besides work and beauty – however, not everybody sees it like that.
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Although the trend focuses on getting by the day without doing too much, its sarcastic approach troubles us. Is this trend setting unrealistic standards or is it just a harmless catchphrase that came as a joke but blew out of proportion? Some are also furious about this trend asking us to do a little too much which is contrary to its original intention.
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The fact that the internet is taking this trend seriously despite the sarcasm and context shows how the younger generation quickly moves on without attaching much meaning. Just as we moved from the clean-girl aesthetic, let’s not be “very mindful” of this trend and enjoy being “very demure, very cutesy” while it lasts. Do tell us, have you joined the bandwagon yet?
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