A new TikTok trend has taken social media by storm with Generation Z using the phrase 'very demure,very mindful' to describe everything - from how they dress to how they eat.  

The trend is said to have been sparked by a now viral TikTok video by American content creator Jools Lebron (known on the platform as @joolieannie). In the satirical clip, Jools tells people to dress 'demurely' - with the phrase becoming so popular that people are predicting that what Gen Z-ers have called 'Brat Summer' will be followed by 'Demure Fall'.

In the clip,which now has nearly four million views and 1.5 millions likes,the self-described 'fierce diva' encourages women to dress in a way that is 'demure and modest and respectful at the workplace'.

'You see how I do my makeup for work? Very demure. Very mindful,' she said in the video.

'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. You see how I look very presentable? The way I came to the interview is the way I go to the job.'

Since the satirical clip became a descriptor for Gen Z,Jools herself began to create more content around the 'demure' tend,creating further videos telling fans how to be 'modest' in a plethora of scenarios,some absurd

The trend is thought to make reference to the previously popular 'clean girl aesthetic' that dominated social media and encouraged women to embody classiness and refinement. 

Some believe that videos glamourising eating cake,going on walks and bed rotting 'demurely',are poking fun at the former trend of opposing 'clean' values. 

In another video,one user reveals 'how to be demure and take your antidepressants'.

While taking one of their tablets,the creator says it is 'so I don't fall into a manic episode'.

The now viral word has become so popular,that some are predicting that it will take over 'brat' as the sensation of the year. One user wrote: 'Brat summer,demure fall,' predicting the upcoming season will be domianted by even more 'demure' related content.  

TikTok