Demure vs Brat, the 2024 summer trends explained

By now, you will probably have heard the words ‘brat’ and ‘demure’ being repeated all over social media and even the news. There have been countless memes, TikTok dances and bright green fashion lines embodying the trends this summer.

But what does it all mean? If the word ‘brat’ brings to mind spoilt children or ‘demure’ makes you think of etiquette school, you may have gotten the wrong idea.

Social media trends tend to shift very quickly, with some trends coming and going in just a few days. However, these two particular trends have come to exemplify the summer of 2024.

Here’s everything you need to know about the two dominant trends this year.

What is ‘brat’?

The origins of the ‘brat’ trend can be traced directly to the release of pop icon Charli XCX’s latest album on 7 June, which is titled ‘brat’.

The album features a bright green cover, with the word ‘brat’ in black letters emblazoned across the front. The 15-song tracklist includes instant dance hits, such as 360, Von Dutch and Club Classics, as well as more introspective songs such as I Think About It All The Time and Girl, So Confusing.

Charli XCX spoke about the definition of the word ‘brat’ in a TikTok interview and said: "You are just that girl who is a little messy and maybe says dumb things sometimes, who feels herself but then also maybe has a breakdown but parties through it.

"It is honest, blunt and a little bit volatile. That’s brat."

The album’s arrival at the start of summer birthed the term ‘brat summer’, which has been used all over social media platforms like TikTok, Instagram and X, formerly Twitter. It covers themes of womanhood, relationships, partying, and pondering about motherhood - a multitude of topics that women and girls relate to deeply.

Why has ‘brat’ become so popular?

The rise of ‘brat summer’, which has dominated social media over the last three months, has been quite the phenomenon.

From numerous social media users learning and recreating the dance moves for the song Apple - first choreographed by New York-based actor Kelley Heyer - to the colour green taking over wardrobes and fashion lines, ‘brat’ has undoubtedly become more than an album.

Interestingly, the trend appears to directly contrast previous trends that promote more rigid and disciplined lifestyles, such as the ‘clean girl’ aesthetic.

Where ‘brat’ describes a particularly laissez-faire attitude towards life that is largely free of societal expectations, the ‘clean girl’ trend demanded people be highly manicured, wear their hair and clothes as neat and minimalistic as possible, and live ‘clean’ lifestyles, namely drinking copious amounts of water from a dozen pastel-coloured Stanley mugs and eating salads pretty enough for Instagram.

As Charli XCX said herself, the spirit of ‘brat’ is more closely aligned to “a pack of [cigarettes], a Bic lighter and a strappy white top with no bra”. The rules get thrown out the window, bringing with it a feeling of freedom and being carefree - even just for a moment.

‘Brat’ transcended social media when it was announced that US vice president Kamala Harris would be campaigning for president on 21 July. Following the announcement, which was prompted by President Joe Biden withdrawing his bid for reelection, Charli XCX took to X to declare that "Kamala IS brat".

The declaration sparked a flurry of excitement from fans, with many in political circles hopeful that the Harris-Charli XCX crossover will energise younger voters to choose Harris when they head to the polls in November.

What is ‘demure’?

In recent weeks, the word ‘demure’ has popped up all over social media and even on TV as the latest trend to sweep the media. It’s all because of a TikTok user named Jools Lebron, who went viral after sharing a series of videos in which she describes herself as “very demure, very mindful”.

She uses the phrase to talk about appropriate makeup and fashion choices in settings like work and travel. In her most popular video, which has been viewed more than 37 million times, Lebron shows her makeup for work and says: “You see how I do my makeup for work? Very demure, very mindful. I don’t come to work with a green cut crease, I don’t look like a clown when I go to work, I don’t do too much, I’m very mindful while I’m at work.”

After she posted the TikTok video in early August, other users on the platform began using her audio to describe their behaviour or actions in everyday situations.

Even celebrities have jumped on the ‘demure’ bandwagon, including Kim Kardashian and Jennifer Lopez.

Why has ‘demure’ become so popular?

The trend has grabbed the attention of millions thanks to its quotability and how easily it can be used as satire. It is also being used to highlight behaviours that show consideration for others - such as laying a towel on gym equipment rather than leaving sweat for the next person to deal with, and being mindful of how you come across at work.

On the other hand, the 'demure' trend could also be seen as the pendulum swinging in the other direction away from 'brat'.

Noël Wolf, cultural and linguistic expert at leading language learning platform Babbel, tells Yahoo UK: "The 'demure' trend is almost the antithesis of the 'brat' trend. The term 'demure', often associated with modesty, restraint, and subtlety, contrasts sharply with the loud, chaotic nature of the 'brat' persona that has dominated the internet over the summer.

"In our fast-paced digital world, 'demure' offers a welcome contrast, and appeals to those seeking simplicity and a more subtle form of self-expression. A word that dates back to the 1600s, 'demure' is being re-contextualised within the contemporary digital landscape, demonstrating how language from the past can take on a new life in the hands of the younger generations."

She adds: "The important thing to note is that brat and demure are not mutually exclusive. Because both are rooted in self expression, being demure can be brat, and being brat can be demure. There is a built in irony in the way Jools uses “demure” that intertwines nicely with 'brat' – both words are being used in a way that is different from their original meaning.

"This is why 'demure' is being used to describe actions and activities that would not be traditionally seen as demure by other creators online – mowing the lawn, drinking mimosas, etc. Anything is demure if it fits the individual’s definition, and the term can of course be used ironically.

Can online trends actually influence real-world behaviour?

"Culturally, trends such as these are more than just fleeting hashtags; they have the potential to influence offline behaviour," Wolf explains. "For instance, the shift from the rebellious 'brat' attitude to a more subdued 'demure' persona could indicate a reaction to the intensity of previous trends.

"Despite the two trends occurring at similar times, they appeal to different aspects of self-expression, highlighting the diversity found in online communities. Both trends offer a sense of a shared experience that satisfies a basic human need for social connection and helps individuals feel part of something bigger than themselves."

Read more about trends:

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• The gut health benefits of cucumber salad, TikTok’s latest viral trend (Yahoo Life UK, 4-min read)

• How 'loud budgeting' can help you talk openly about money in relationships (Yahoo Life UK, 6-min read)