Verizon lets me trade in a musty diva for a demure diva," says Jools Lebron, the TikToker behind the now ubiquitous "demure" trend-which celebrates a low-key, understated lifestyle. This trend marks a contrast to the previous over-the-top party-girl vibe, as brands pivot to align with the cultural shift towards modesty and mindfulness.
In a satirical video that has now been watched over 35 million times, Lebron describes her workplace demeanor as "very demure, very mindful." This viral moment has captured the essence of a new lifestyle philosophy that many young people are embracing, highlighting the trend's rapid rise in popularity.
Her tongue-in-cheek TikToks on how to be "demure and cutesy" have captivated younger audiences. The shift to demureness in branding is evident in collaborations with brands like Verizon, Lyft, and Zillow, all aiming to resonate with the values of modern consumers who favor a more subdued lifestyle.
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