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Internet language in 2024 has shown unprecedented diversity and richness. This year, internet slang has risen to prominence, particularly thanks to the powerful spread of social media platforms like TikTok and Xiaohongshu. Terms originating from the online world have quickly become an integral part of young people's lives, shaping how they communicate, think, and perceive the world. From fleeting trends to major cultural movements, all are spread and reinforced through the distinctive language of social media.
Internet language is not just a means of communication; it has become an incredibly powerful tool in the fashion industry. Hot keywords appearing on social media platforms have quickly become a new "currency," helping brands like Ssense, Loewe, and Marc Jacobs connect with Generation Z – stylish and trend-following consumers. By cleverly incorporating these keywords into their marketing campaigns, brands not only generate lively discussions but also significantly boost sales.
Embrace the rebellious, passionate, and carefree spirit with the summer keyword "Brat Summer".
More than just a music album, Charli XCX's "Brat" became a true cultural phenomenon. The keyword "Brat" transcended the boundaries of music to become "Word of the Year," simultaneously creating a vibrant summer trend called "Brat Summer." This concept quickly spread globally, profoundly influencing fashion trends, lifestyles, and how young people express their individuality.
The "brat summer" theme is taking over young people this Summer 2024.
Charli XCX's "Brat" is more than just a music album; it's a statement of freedom and individuality. In a virtual world filled with heavily edited images, Charli boldly chooses the opposite approach by promoting a genuine, unadulterated beauty.
It's the image of a young girl in baggy jeans, a worn tank top, and the most ordinary moments of her life. Not neat, not elegant, not minimalist, "brat summer" is an explosion of rebellious "self," characterized by vibrant colors, revealing outfits, and deliberately messy details. This raw approach resonated strongly with Generation Z audiences and sparked a small revolution against rigid standards of perfect, flawless beauty.
A rebellious generation not confined within "norms".
But even so, the hashtag #BratGreen has become incredibly viral. A search on Instagram and 2.6 million tagged posts will “dye” your phone screen a unique shade of green. And Brat's Summer is just the beginning, as the fashion world is brewing its own kind of “disgusting” green. Collections by Fendi, Jason Wu, and Brandon Maxwell have adopted the same tone, while Gucci's Fall/Winter 2024 collection has a “rotten” shade. Miuccia Prada took a similar approach to her “Ugly Pretty” Spring/Summer 1996 collection, drawing attention with pencil skirts, button-down blouses, and dark brown-green plaid trousers later dubbed “Miuccia sludge.”
No one can resist the allure of this trend.
Taking over the youth scene with "very demure, very mindful"
In a short time, "demure" has become a viral phenomenon on TikTok, bringing unexpected success to its originator. Say goodbye to a vibrant and wild summer of partying with "brat summer" and embrace the new autumn trend on TikTok: "very demure, very mindful."
"Very demure, very mindful" is a trend started by Jools Lebron, a beauty influencer and transgender makeup artist.
"Very demure, very mindful," coined by Jools Lebron, quickly became an internet sensation after her satirical approach to demureness and professionalism at work resonated with a wide audience. The phrase rapidly spread as many people began adding their own variations, and a club-style remix even became a trending song on TikTok.
In the video, Lebron shares how she chooses her hairstyle and makeup to achieve a demure and thoughtful look at work. She describes her style as: “Very demure. Very mindful. Let's not forget to be demure, divas.” Following this first video, the content creator continued to post numerous videos using the words “demure,” “mindful,” and “cutesy” to describe how to appear more demure, thoughtful, and cute in various situations, from disembarking from a plane and thanking hotel staff to performing dance routines or attending a Drag Queen show. These “demure” style videos quickly became a media phenomenon, attracting the attention of many celebrities and major brands. Additionally, some argue that "demure" is being used to mock "pick-me-girls" and ridicule the aesthetics of the "clean girl" trend.
A single phrase has become a fashion trend sought after by the whole world.
Following the first video, the content creator continued to post numerous videos using the words “demure,” “mindful,” and “cutesy” to describe how to appear more demure, thoughtful, and cute in various situations, from disembarking from a plane and thanking hotel staff to performing dance routines or attending a Drag Queen show. These “demure” style videos quickly became a media phenomenon, attracting the attention of many celebrities and major brands. However, some also argued that “demure” was being used to mock “pick-me-girls” and ridicule the aesthetics of the “clean girl” trend.
The era of elegance reigns supreme.
"Demure" has proven the power of the digital age in transforming phrases and expressions into trends, thereby reshaping contemporary fashion. In less than a month, this keyword has evolved into a new iconic image, emphasizing a dignified and elegant style. Furthermore, "demure" spectacularly overturned the previous popular "Brat Summer" trend, becoming the trend to kick off Fall 2024 under the name "Demure Fall".
It's no longer just a fashion trend, but has become a lifestyle, a way of life.
Even the White House used the phrase "very demure, very mindful" in a post on social media platform X to praise the efforts to forgive student debt: "Forgiving the student debt of nearly 5 million Americans through various actions. Very thoughtful. Very proper."
Breaking down traditional stereotypes about women.
The concept of "tradwife" already existed in society, but the rise of Nara Smith elevated the term to a new level. The term truly exploded and became a global cultural phenomenon.
Often described as a bridge between nostalgia and the present, Traditionalwife aesthetics, with its image of the traditional woman, is quietly making a comeback.
The "tradwife" trend is not simply a beauty fad or lifestyle. For some, it's a voluntary choice, a way to find peace and happiness in life. It reflects a resurgence of traditional values about family and the role of women in modern society. While driven by a trend celebrating femininity, this concept raises complex questions about balancing career, personal passions, and family responsibilities. Does becoming a "tradwife" mean giving up one's dreams and ambitions?
An abbreviation of "traditional wife," this term represents the image of the exemplary wife in the family – the one who takes on the role of homemaker, caring for her husband and children, and maintaining the family home.
Amidst negative connotations regarding gender equality, this trend is accompanied by the quiet resurgence of the "tradwife" aesthetic, with its nostalgic imagery. While "old money" focuses on the intellectual and sophisticated beauty of the elite, and "mob wife" offers the glamour and mystery of the underworld, "tradwife" is a declaration of the traditional domestic role of the woman. This aesthetic inspiration is not only characterized by family values but also by a strong emphasis on the striking, retro fashion style of the 1960s.
