Brat summer is ending. Now brands are jumping on 'demure' fall.

• TikToker Jools Lebron's "demure" video went viral, amassing over 35 million views in 2 weeks.
• The term "demure" quickly became a top-searched word on Google and a marketing trend.
• Brands and celebrities like Jennifer Lopez have leveraged it, like 2024's earlier "Brat" trend.

Brat summer is winding down, and a new way of life is taking over just in time for the leaves to change.

Proving how powerful a single word can be, "demure" entered the mainstream pop culture lexicon in less than a week and is now the word on the tip of everyone's tongue.