The phrase "very demure, very mindful" has gone viral on social media after being used in a TikTok video. Even our favourite celebrities are getting in on the act. L'OFFICIEL explains.

The &ldquo;<a href="https://www.lofficielibiza.com/fashion/what-is-the-very-demure-tiktok-trend-fashion-looks" target="_blank" rel="noopener">very demure</a>, very mindful&rdquo; trend originated on <a href="https://www.lofficielibiza.com/beauty/how-to-do-boyfriend-blush-healthy-makeup-trend-summer-2024-tik-tok-trend" target="_blank" rel="noopener">TikTok</a> , where it was popularized. It parodies a lifestyle that values a calm, reserved, and contemplative self-image, often associated with a soft aesthetic, with a seemingly perfect attitude. The term &ldquo;demure&rdquo; refers to a modest and reserved appearance, while &ldquo;mindful&rdquo; connotes a focus on mindfulness and inner well-being.

It was popularised by a content creator, <a href="https://www.instagram.com/joolieanniemarie?igsh=MWMyZHlkbXp0ZjVmaw==" target="_blank" rel="noopener">Jools Lebron</a> , who, when talking about her behavior in certain social situations, described her attitude as "very demure, very mindful" . This expression is perceived as a mixture of humility and self-awareness, often in an ironic or humorous context. It was then taken up by many users, who integrated it into memes or videos to describe various situations in a sarcastical way, thus showing how it has become an internet culture phenomenon. The expression gained popularity thanks to its particular sound and its ability to capture a sense of false modesty or comic exaggeration. Celebrities who have taken this trend by storm include Lily Collins, Kim and Khlo&eacute; Kardashian, Jennifer Lopez , Lindsay Lohan, Jared Leto and <a href="https://www.lofficielibiza.com/culture/you-series-season-5-of-the-netflix-series" target="_blank" rel="noopener">Penn Badgley</a> .

What is the “very demure, very mindful” trend?

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