Summer’s been all about the “brat” vibe, but it’s nearing the time for a “demure” shift.

A new term, aesthetic, and mindset are circulating online, sharply contrasting with the summer’s carefree and chaotic brat trend. (If that sentence makes perfect sense to you, maybe it’s time to unplug a bit.)

The term is “demure,” which has gained popularity, largely due to TikTok star Jools Lebron, who has 1.2 million followers and has explained this trend in several viral clips.

In essence, being “demure” revolves around being cute, tidy, and considerate. It means avoiding attention-seeking behavior, staying calm and collected, and carrying out your tasks with grace. Dressing modestly in a workplace? That’s a demure approach. Patiently waiting for the plane to de-board? Very demure.

“Check out how I do my makeup for work? Super demure, very mindful,” Lebron stated in a clip with over 10 million views. “I don’t show up to work with lipstick that looks crazy. I aim for a polished look. I go to interviews the same way I dress for work.”

What does being demure truly mean?

It’s uncertain if this trend is genuine or meant to be humorous, yet it continues to spark conversations, even if in a tongue-in-cheek manner.

For example, Bob the Drag Queen created a TikTok video applying outlandish makeup using Lebron’s sound that describes a demure makeup look for work. Another TikToker humorously claimed that taking mental health medication can be seen as demure.

“Every day I take my antidepressants like a true demure act, so I steer clear of any mental health crises,” the TikToker stated. “Be mindful of your medications and why they’re prescribed. Quite demure indeed.”

Living demure isn’t just about fashion; it’s a lifestyle. Lebron has illustrated how to embody demure in various situations like boarding flights, managing drama, and ordering meals.

“I keep things balanced. Not over the top, not too quiet. I’m like the comfortable in-between,” Lebron mentioned in a video. “I’m very demure.”

Even brands are jumping on this trend. United Airlines commented on TikTok, “Remaining seated when the plane lands? Totally demure.” Google added, “Turning on your vacation autoresponder is very demure.”

Are you demure or brat?

The demure trend sharply contrasts the brat movement. Inspired by the Charli XCX album titled “Brat,” this trend is all about wholeheartedly embracing your chaotic side—think bold makeup, partying, and high-energy fun.

Sean Garrette, an esthetician, voiced a halting shift in trends, announcing on X: “from brat summer to demure fall.”

In a TikTok interview, Charli XCX elaborated on her understanding of being a brat: “You’re that girl who’s a bit messy, maybe says silly things, feels herself yet sometimes has a breakdown but party’s through it. It’s genuine, straightforward, and a little unpredictable. That’s what brat represents.”

For Charli XCX’s fans, being a brat isn’t about throwing tantrums like a misbehaving child; it’s about enjoying life and disregarding societal norms. Instead of sticking to traditional values—concerning age, healthy living, or proper behavior—brats focus on fun, celebrating their community, and unapologetically showcasing their unique selves.

It’s about being confident, putting yourself out there, being social, and commanding attention.

The stark difference to the demure lifestyle is intriguing many on social media, with users expressing enthusiasm for this change. One X user remarked, “This demure concept certainly seems a lot more pleasurable than the brat antics.”