Goodbye Brat, hello Demure
Trends move fast, and Brat Summer is already starting to feel like old news.
As we transition to a new season, a fresh buzzword has emerged. Enter 'very demure, very mindful' - the latest viral sensation sweeping across our feeds.
This trend, which is also being described as a lifestyle, was sparked by a TikTok video from beauty creator Jools Lebron.
Since the viral clip, Jools has continued to post videos embodying this respectful approach, offering tips on how to embrace the 'demure' and 'mindful' lifestyle both at work and in daily life.
Reformation quickly featured the trend on their website banner, while Odd Muse captured it in a timely Instagram post, with a flurry of other brands quickly, and also not-so-quickly, jumping on the trend.
So, what does 'demure' really mean? Traditionally, it describes someone who is reserved and shy. However, in the context of Jools Lebron’s viral trend, it’s about being cutesy, clean and mindful. Living with modesty. Following rules and social norms. But, it’s said tongue-in-cheek which adds to the playful humour of it all.
One thing is for sure, it’s a far cry from the bold, rebellious and unapologetic Brat vibe.
With trends shifting at lightning speed, timing is everything.
If you’re not on the bandwagon with 24 hours, there’s risk of it seeming like old news, and there’s no telling which trends will stick and which ones will disappear as quickly as they came.
Trends are there to inject a little fun and relatability into brand and marketing, but they should never be the core focus or the thing that is used to stay relevant and current with customers.
Jumping on a trend only makes sense if it aligns with your brand and resonates with your audience. Chasing every opportunity can seem inauthentic or like you're just following the crowd, trend-chasing, and hoping that one of the many sticks.
When the next trend pops up on our feeds, ask yourself, as the brand guardian, would your core customer relate and understand the reference? Is it something they will be forwarding on and tagging their core circle in? If not, it's not worth the time or the effort to execute.
If it is something that will land, jump on it quickly. More and more on socials we’re seeing content that resembles UGC rather than polished and professional shoots and videos, trends are a prime example of when the former style of content comes into its own. Rough and ready - but polished enough to be presentable, so you can get the content and the trend out the door and into the ether, as opposed to waiting around for assets and approvals.
Want to stay on top of the trends and be hot off the press? We have the tools for that. Give us three minutes and we will show you how to power up your PR.