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The Guardian - US
The Guardian - US
Technology
Alaina Demopoulos

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

Jools Lebron TikTok CVS Delta
Woman holds up hand, blocking her face from the camera as she walks
Very modest, very mindful. Photograph: Eugenio Marongiu/Getty Images/Image Source

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.

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