‘Very demure, very mindful’: why everyone’s jumping on the modesty bandwagon

Jools Lebron has become TikTok’s satirical Emily Post, with etiquette for everything from job interviews to drag shows

Rest in peace, brat summer. There’s a new buzzword-slash-ethos hitting TikTok, and it’s basically the opposite of Charli xcx’s party-girl character. Now, it’s all about being demure.

At least, that’s according to Jools Lebron, the content creator behind the catchphrase, who advises her followers on how to come off as “very demure, very mindful” in various life situations.