they knew there was a new “TikTok buzzword” because they “saw 73 tweets with the word ‘demure’ in it today,” while another garnered thousands of likes “demure” the word of the week.

The “demure” trend went viral largely because of Lebron’s TikTok videos.

She posted her first video on Aug.

2, garnering millions of views, and has posted videos acting “demure” in various situations daily since then.

In a since-deleted that has been reposted by other creators, another creator, Selyna Brillare, claimed they started the “demure” trend and posted video proof they had used the word in a video in 2022.

Some commenters said regardless of who used the word first, the trend exploded this week because of Lebron’s videos, and some pointed out Lebron’s use of “demure” is more satirical.

Without directly addressing Brillare, Lebron Monday stating feeding into drama is “not very demure.

” Lebron’s TikTok following has nearly doubled in two weeks, from 1 million on Aug.

9 to 1.

9 million on Aug.

22, according to a video on Aug.

14 expressing gratitude for the “demure” trend blowing up, urging followers to make the videos they want to make, stating she has been afforded new opportunities and will be able to finance her gender transition.

She posted another video Aug.

22 stating the money she’s made from the “demure” trend will allow her to help a friend out of a difficult living situation.

Lebron has posted TikTok videos in partnership with various brands this week, including, and.

She also appeared on the show Aug.

19, guest hosted by RuPaul, where she explained the “demure” trend.

Several brands and celebrities have adopted the trend since then, including, which posted a clip from “Gilmore Girls” on TikTok in which Rory Gilmore asks for a club soda, and her grandmother calls the order “so demure.

” Similarly, posted a clip from “Mulan” in which the Disney princess says “demure”—and Freeform called her the “OG demure girl.

” Singers posted a TikTok lip-syncing to one of Lebron’s “demure” TikToks on Tuesday.

The White House posted on that President Joe Biden’s actions are “very mindful, very demure.

” Celebrities including and have also used “demure” in their Instagram posts, while many brands hopped on the trend: called its pumpkin flavors “demure,” while called the view of a sunset from a plane window “demure.

” 355,000.

That’s how many videos using the #demure hashtag have been posted to date, with about 200,000 of those posted over the last seven days as of Aug.

22, according to.

The #demure hashtag is the of the past month on TikTok.

User-created “demure” playlists have spiked on, the streaming service said in an Instagram post.

Searches for “demure” playlists increased by 1,000%.

The post lists Lana Del Rey, SZA, and Billie Eilish among some of the most-added artists to these playlists, while some of the most-added songs include Del Rey’s “Brooklyn Baby,” Frank Ocean’s “Pink + White” and Mitski’s “My Love Mine All Mine.

” The trend appears to poke fun at various older trends that have emphasized cleanliness, including the “clean girl” aesthetic, which went viral on TikTok in 2022.

The trend emphasizes achieving an “effortless” look with minimalist makeup and is associated with behaviors like journaling, meditating, and maintaining a skincare routine.

The hashtag has been used in more than 467,000 videos on TikTok.

Similarly, the “coquette” trend picked up momentum in 2023 on TikTok and was described by Los Angeles stylist as “Gen Z’s take on flirty, soft, hyper-feminine style.

” The trend was associated with bows, lace, pastel colors, and the singer Lana Del Rey, and the hashtag has been used in more than 2 million videos on TikTok—though some users made fun of the “coquette” trend by placing on random objects.

The “demure” TikTok trend comes on the heels of one of this summer’s biggest social media phenomena: the “Brat” trend, a very different craze inspired by Charli XCX’s album, “Brat,” that emphasizes hedonism, partying, and “being the center of attention,” according to the singer.

She has “Bratsummer” as “being confident, putting yourself out there, being out, being about,” with essential items including “a pack of cigs, a Bic lighter and a strappy white top with no bra.

” The “Brat” trend, identifiable by its neon-green aesthetic, was adopted by various corporations and Vice President Kamala Harris’ presidential campaign.

Columnist Zoe Williams considered “Bratsummer” to be “backlash against ‘clean girl’” and said Charli XCX “tramples all over” the clean aesthetic, citing a scene from her “360” music video in which she drinks red wine on a treadmill and douses herself in it.

Social media influencer joked on X that the internet is transitioning from “Bratsummer” to “demure fall.

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