The language of the Internet in 2024 has shown an unprecedented diversity and richness. This year saw the rise of Internet language, especially thanks to the strong spread of social media platforms such as TikTok and Xiaohongshu. Terms originating from the online world have quickly become an indispensable part of young people's lives, shaping the way they communicate, think and see the world. From short-lived trends to major cultural movements, all are spread and reinforced through the unique language of social media.
The language of the internet has become more than just a means of communication; it has also become a powerful tool in the fashion industry. Trending keywords appearing on social media platforms have quickly become the new “currency”, helping brands like Ssense, Loewe and Marc Jacobs connect with Generation Z – the sophisticated and trend-setting consumers. By cleverly integrating these keywords into their marketing campaigns, brands not only create lively discussions but also significantly boost sales.
Conquer the rebellious, passionate, and carefree spirit with the summer keyword "Brat Summer"
More than just a music album, Charli XCX's "Brat" created a true cultural phenomenon. The keyword "Brat" transcended the limits of music to become "Word of the Year", and at the same time created a vibrant summer trend called "Brat summer". The concept quickly spread globally, deeply influencing fashion trends, lifestyles and the way young people express their personalities.
Inspiration from "brat summer" invades young people in the summer of 2024
Charli XCX’s “Brat” is more than just a music album, it’s a statement about freedom and individuality. In a virtual world filled with heavily edited images, Charli boldly chose to stand out by promoting a raw, authentic beauty.
It’s a picture of a young girl in baggy jeans, a frayed 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 bold colors, “cool” clothes, and intentionally messy details. This raw approach resonated with the Gen Z audience and created a small revolution against strict standards of perfect, flawless beauty.
A rebellious generation not confined by "norms"
But even so, the hashtag #BratGreen has gone viral. Search Instagram and 2.6 million posts tagged will “dye” your phone screen a unique shade of green. And Brat Summer is just the beginning, as the fashion world is brewing its own form of “disgusting” green. Collections at Fendi, Jason Wu, and Brandon Maxwell adopted the same hue, while Gucci’s AW24 collection featured a “rotten” shade. Miuccia Prada took a similar approach for her Spring/Summer 1996 “Ugly Pretty” collection, drawing attention to the pencil skirts, button-down blouses, and dark brown-green plaid pants that would later be dubbed “Miuccia sludge.”
No one can resist the attraction of this trend.
Dominating the youth with "very demure, very mindful"
In just a short time, “demure” has become a “feverish” phenomenon on TikTok, bringing unexpected success to its initiator. Say goodbye to a vibrant and crazy summer of parties with “brat summer” with the new trend of Autumn on TikTok “very demure, very mindful” - “So dignified, so elegant”.
“Very demure, very mindful” is a trend started by Jools Lebron – a beauty influencer and transgender makeup artist.
“Very demure, very mindful” by Jools Lebron quickly became an internet sensation after her satirical take on the graceful, polished work life was widely embraced by viewers. The phrase quickly went viral as many began adding their own twists, and a club-style remix of the phrase became a trending song on TikTok.
In the video, Lebron shares how she chooses her hair and makeup to look presentable and thoughtful at work. She describes her style as: “Very demure. Very mindful. Let's not forget to be demure, divas.” After the first video, the content creator continued to post videos using the words “demure,” “mindful,” and “cutesy” to describe how to be more presentable, thoughtful, and cute in various situations, from getting off a plane, thanking hotel staff, performing choreography, or attending a Drag Queen show. The above “demure” style videos quickly created a media phenomenon, attracting the attention of many stars and big brands. Besides, some opinions also say that “demure” is being used to mock “pick-me-girls” and mock the aesthetics of the “clean girl” trend.
A saying becomes a fashion trend that is sought after by the whole world
After the first video, the content creator continued to post many videos using the words “demure,” “mindful,” and “cutesy” to describe how to be more demure, thoughtful, and cute in many different situations, from getting off a plane, thanking hotel staff, performing choreography, or attending a Drag Queen performance. The above “demure” style videos quickly created a media phenomenon, attracting the attention of many stars and big brands. In addition, some opinions also said that “demure” is being used to mock “pick-me-girls” and mock the aesthetics of the “clean girl” trend.
The era of elegance is here
“Demure” has proven the power of the digital age in turning phrases and sayings into trends, thereby reshaping the contemporary fashion model. In less than a month, this keyword has developed into a new image fever, promoting a dignified and polite style. In addition, “demure” has also spectacularly overthrown the previously popular “Brat Summer” trend, becoming the trend to kick off Fall 2024 with the name “Demure Fall”.
It is no longer a fashion trend but has become a lifestyle, an ideal of life.
Even the White House used the phrase “very demure, very mindful” in a post on social media platform X to praise student debt relief efforts: “Canceling student debt for nearly 5 million Americans through a variety of actions. Very thoughtful. Very measured.”
Breaking down traditional stereotypes about women
The concept of "tradwife" has always existed in society, but with the rise of Nara Smith, the term "tradwife" was pushed to a new level. This term really exploded and became a global cultural phenomenon.
Considered a bridge connecting nostalgia and the present, Tradwife aesthetics with the image of traditional women is quietly making a comeback.
The “tradwife” trend is more than just a beauty trend or lifestyle. For some, it is 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. Although fueled by a trend to celebrate femininity, the concept raises complex questions about balancing career, personal passions and family responsibilities. Does becoming a “tradwife” mean giving up on one’s dreams and ambitions?
Short for “traditional wife,” this term represents the image of a model wife in the family – someone who plays the role of housewife, takes care of her husband and children, and maintains the family.
Amidst the negative implications of gender equality, the “tradwife” aesthetic with its nostalgic image is quietly making a comeback. If “old money” focuses on exploiting the intellectual, luxurious beauty of the aristocratic class, “mob wife” brings the glamour and mystery of the underworld, then “tradwife” is a manifesto for the image of women in the traditional housewife role. The characteristics of this aesthetic inspiration lie not only in family values, but also in promoting a fashion sense imbued with the impressive nostalgic style of the 1960s.
