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Is “moral” a compliment? It means “very modest”

tabnews August 15, 2024
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The era of being loud and chaotic is over. This fall is all about being low-key and mindful. The internet has adopted a new buzzword, this time appealing to a more modest side and a stark contrast to the brat trend that dominated the summer.

The trend was popularized by TikTok influencer Jools Lebron (@joolieannie), who has spent the past few weeks flooding the platform with tongue-in-cheek reminders of how to remain low-key, considerate, and mindful. Showing up on time for a family vacation? Low-key. Following TSA guidelines? So low-key. Encouraging drama? Not very low-key.

According to TikTok analytics, the term has skyrocketed, with tens of thousands of videos posted with the hashtag “humble.” The demure trend follows Brat Summer, which was all about being messy and not conforming to the status quo. The new viral sensation has even gained the support of the creator of “Brat” herself, Charli XCX.

“Very cute!!!” the pop star commented under a video of LeBron showing how to be a brat and demure at the same time.

Charlie XCX is not the only person who embraces a low-key lifestyle. The trend is also supported by major companies such as ELF Cosmetics, CVS Pharmacy and United Airlines.

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How did the modesty trend start? Who is behind it?

The demure trend started in early August when LeBron posted a TikTok about how women can maintain a demure appearance at work while emphasizing minimal makeup.

“See how I do my makeup at work? Very subtle, very careful,” Lebron says in the video. “I don't come to work with a green eyelid. I don't look like a clown when I go to work. I don't do too much.”

“I take a lot of care in my work,” she continued. “See how I look very presentable? I go to work the same way I came to the interview.”

As of August 15, the video had over 18 million views and two million likes, inspiring thousands of other users to share how they practice restraint.

Since the first video was released, LeBron has continued to give advice on how to behave with restraint in all facets of life, from boarding a plane to putting on perfume to leaving a Cirque du Soleil show and everything in between.

Contrary to popular belief, LeBron is not the first creator to introduce the word “demure” into TikTok's lexicon. On Tuesday, she clarified that there were a handful of other creators who inspired the demure trend, including Devin Halbal (@hal.baddie) and Selyna Brillare (@selyna.brillare).

“Who is the original reticent? Well, all of us,” Lebron said in a video. “Reticent means thanking the people who came before you while paving the way for the people who will come after you.”

What does it mean to be very reserved and very mindful?

Being understated is not just an aesthetic issue, it's an attitude and a lifestyle. It's about acting “cute” while being aware of your surroundings and not drawing too much attention to yourself.

“See how I do my nails? Very low key. I bring my own fan, very mindful,” Lebron says in a video. “I put my keys to the side, very mindful. Notice how I don't pressure the technician? Very low key.”

LeBron often uses this trend as satire. In one video, she boasts with clips of herself partying in Las Vegas that she doesn't overdo it or go crazy on a night out.

While some users criticized Lebron for giving women advice on how to behave, she said the videos were intended as jokes, as she was often just making fun of herself. For example, on her first day of work at Texas Roadhouse, she showed up wearing green, glittery cut-crease makeup.

“In every demure video, I just reference myself, like that's the whole joke!” she said.

What does reserved mean?

The Merriam-Webster Dictionary defines “demure” as someone or something that is modest and reserved, sometimes in a playful or shy way.

Originally used only to describe those who avoid drawing attention to themselves, the term has since been extended to include those whose modesty and reserve are more of an affectation than a sincere expression, according to the Merriam-Webster Dictionary.

Diana Leyva covers breaking news and service journalism for The Tennessean. Reach her at [email protected] or follow her on X, the platform formerly known as Twitter, at @_leyvadiana.

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