Keeping it Together: Bye, brat summer. Hello, demure fall.

Brat summer's been fun. But now, it's time to get "demure."

Hello! I'm Charlie − a wellness writer at Paste BN − and I'm here to tell you the internet has a new buzzword, aesthetic and mindset that comes in stark contrast to this summer's trend of embracing all things messy and brat. (And, if you understand every word of that sentence already, you should probably spend less time on the internet.)

It's called being "demure," an attitude that's now going viral in major part thanks to Jools Lebron, a TikTok personality with 1.2 million followers who's clarified what the trend means and what it stands for in several viral videos.

Basically, "demure" is all about being cutesy, clean and mindful. It's not drawing attention to yourself. It's not getting messy or loud. It's accomplishing things and going about your day with quiet confidence and gentility. Dressing modestly at work? That's demure. Patiently waiting to get out of your seat until the plane is ready to de-board? So demure.

The demure trend is quite different from the brat trend. Inspired by the Charli XCX album of the same name, "brat" is all about unabashedly embracing your wild side. This includes loud makeup, clubbing, partying and general chaos.

You can find out more about these trends here and read up on other lifestyle and wellness topics from our team below.