Why So Demure?

If you’ve spent any time on social media in the last month, the words “demure” and “mindful” have been circling your dizzy head like little birds. But what Looney-Toons-style anvil spawned these mysterious, floating adjectives?

Cutesy, Mindful, & Demure

Sure, it’s a pretty word, but what does it really mean? Synonyms for “demure” include such soft descriptors as:

“mild” “reserved” “modest” “quiet.”

So why did the trend take off?

While Jools Lebron herself was highlighting the importance of professional, appropriate workplace attire, that’s not the only reason the video went viral. Her infectious, magnetic delivery aside, the word “demure” is enticing on its own. It’s a graceful, feminine adjective that many a classy woman would aspire to embody. But should they?

There’s something to be said for gracious, understated, and somewhat coy expressions of personal style. But femininity is more than the typical “ladylike” shrinking. After all, how can one make waves if they are constantly kowtowing?

The countless videos, posts, and memes that spawned from Jools Lebron’s original post often poke fun at the notion without diminishing the creator herself. Tongue-in-cheek uses of the “demure,” “mindful,” and “cutesy” language highlight the ways in which these words can describe feminine expectations, but also flip them on their head.

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