Introduction

In a striking cultural moment, Dictionary.com has unveiled its Word of the Year for 2024, and it’s the word 'demure' that has stolen the spotlight. The term surged to prominence, eclipsing popular contenders like 'brainrot,' 'brat,' and 'weird.' This year, 'demure' skyrocketed by an astonishing 1,200% in usage from January to August, largely fueled by TikTok sensation and beauty influencer Jools Lebron.

The Rise of 'Demure' in Popular Culture

Lebron's humorous take on the phrase 'very demure, very mindful' in a series of viral videos caught widespread attention, shaking the online community and elevating the term to newfound popularity. In one memorable clip, she quipped, “You see how I do my makeup for work? Very demure. Very mindful,” as she showcased a toned-down makeup style, contrasting her usual glamorous look with understated elegance.

A Shift in Meaning

Historically, 'demure' has been synonymous with reserved and modest behavior. However, Dictionary.com noted an evolution in its application, especially on social media, shifting to encompass personal appearance and conduct in professional environments.

Lebron's Influential Commentary

In another video, Lebron humorously critiqued her peers by referencing 'The Simpsons' characters to illustrate her point: “A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.” This playful banter not only resonated with viewers but also sparked conversations about the perceptions of professionalism and personal branding online.

Celebrity Endorsements

The viral trend has captured the attention of A-list celebrities as well. Kim Kardashian, Jennifer Lopez, and RuPaul have all embraced the 'demure' phenomenon through promotional campaigns. Kardashian whimsically captioned her shapewear campaign photos as “very cutsie, very mindful, very demure,” while Lopez, promoting her cocktail line, echoed the phrase in her Instagram posts. RuPaul humorously noted his own 'demureness' in a video where he promotes an online bookstore, further emphasizing the word's growing cultural relevance.

Lebron's Personal Journey

Lebron, who identifies as transgender, credited the fame garnered from her 'demure' content with supporting her transition. “I used to be crazy and out of control and then I found some demurity, and along with that came success,” she shared during an appearance on *Jimmy Kimmel Live*, boasting over 2.3 million followers on TikTok.

Conclusion

This decision to select 'demure' as the Word of the Year reflects a complex analysis of social media trends and language evolution that has permeated everyday conversations. In contrast, Collins Dictionary named 'brat' its word of 2024, showcasing the evolving nature of language and cultural discourse as we navigate through an ever-changing landscape.

So, what’s next in the realm of trending words? With social media trends rapidly evolving, it will be fascinating to see how language continues to develop in the digital age!