'Demure': How a TikTok Influencer Made Coyness the Mode of the Moment.

The article explores how the concept of "demure" has gained popularity on social media platform TikTok, shifting from a "brat summer" aesthetic to a more refined and mindful fall. Topics discussed include the viral influence of Jools Lebron's TikTok videos on the term "demure," the increased interest in the word's definition and its historical roots, and the adoption of "demure" by celebrities and even the White House to describe a more composed and thoughtful style.