“Demure” has been chosen the 2024 Word of the Year by Dictionary.com after its usage skyrocketed by 1,200%. TikTok developer Jools Lebron was a major contributor to this upsurge; his catchphrase, “very demure, very mindful,” enthralled millions of people and made the term a social media craze.
“Demure,” which has historically been characterized as “shyness and modesty; reserved,” has found new meaning in internet discourse as a result of a cultural change toward mindfulness and subtle grace.
Its broad use demonstrates how digital trends are increasingly influencing language and social norms.
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Jools Lebron coined the word in a TikTok video that was uploaded in early 2024, which marked the beginning of the term’s popularity. In the video, she used the phrase “very demure, very mindful” to describe an ensemble that she thought was understated yet exquisite.
Millions of people were influenced by the post’s rapid virality to use the word “demure” to describe anything modest, elegant, or subtle. The #VeryDemure hashtag gained popularity, sparking a flurry of style guides, parodies, and discussions online.
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Thanks to the inventiveness of the TikTok community, this cultural moment catapulted “demure” from relative obscurity into the public eye.
