The word demure didn’t just rise in popularity in 2024—it was reborn. On November 21, 2024, Dictionary.com declared the once-staid adjective its Word of the Year, not because of literary classics or political speeches, but because of a 17-second TikTok video posted by American creator Jools Lebron in November 2023. What followed was a linguistic wildfire: searches for demure on Dictionary.com surged 200-fold, and online usage spiked nearly 1,200 percent within a year. This wasn’t just a trend—it was a cultural reset.
From Modest to Mystique: How a Word Changed Meaning
For centuries, demure carried the weight of quiet restraint. Dictionary.com’s traditional definition—“characterized by shyness and modesty; reserved”—aligned with centuries of literature and etiquette guides. Think of a Victorian lady lowering her gaze, or a schoolgirl in a plain dress. But by mid-2024, the word had shed its old skin. Now, it described a silk slip dress worn with a tailored blazer. A minimalist office outfit that whispered luxury. The quiet elegance of a woman sipping coffee on a plane, not because she’s shy, but because she’s intentional.The pivot came from Jools Lebron’s now-iconic phrase: “very demure, very mindful.” It wasn’t just a catchphrase. It became a mantra for a new aesthetic—one that fused restraint with confidence, simplicity with sophistication. Suddenly, fashion editors at Allure and Better Homes & Gardens were using it to describe bustiers under cardigans and cottagecore interiors. The word no longer signaled submission; it signaled curation.
How Social Media Rewrote the Dictionary
Lexicographers at Dictionary.com didn’t just observe the shift—they documented it. Led by Chief Content Officer Jane Solomon and Senior Lexicographer Emily Brewster, the team analyzed over 12 million data points from social media, news outlets, blogs, and even product descriptions. What they found was startling: the word appeared in contexts that had nothing to do with modesty. A September 2024 article in Architectural Digest described a “demure charm of the cottage.” A November post on Instagram used it to caption a woman in a sharp tuxedo jacket—no blush, no hesitation.This wasn’t accidental. It was algorithmic. TikTok’s feedback loop turned a single phrase into a global language hack. Users didn’t just mimic Jools Lebron—they redefined her intent. “Demure” became shorthand for aesthetic control. For Gen Z, it wasn’t about hiding—it was about choosing exactly what to reveal.
A Contrast in Words: Demure vs. Hallucinate vs. Manifest
The choice of demure as Word of the Year is a stark departure from Dictionary.com’s 2023 pick: hallucinate, a term that exploded alongside AI-generated misinformation. Where last year’s word reflected fear of technology’s unreliability, this year’s reflects a human desire for control—over appearance, behavior, identity.Even Cambridge Dictionary noticed the cultural moment. On November 14, 2024, it named manifest its Word of the Year—a concept tied to visualization and intentionality in wellness and entrepreneurship. The pairing is telling: while manifest is about attracting what you want, demure is about presenting yourself in a way that feels powerful without shouting. Both are about agency. Both are products of social media.
The Roots of a Revolution
The irony? Demure has always been about manners. It entered English in the 14th century from the Old French demore, meaning “well-mannered” or “proper.” For centuries, it was a polite cage. Now, it’s a velvet glove. The same word that once described a woman’s silence now describes a woman’s power move.Merriam-Webster’s 2024 usage examples confirmed the transformation. One headline read: “The models wore cardigans over their demure bustiers and push-up bras.” The juxtaposition wasn’t a mistake—it was the point. The word now carries contradiction. It’s softness with structure. Quietness with intention. Modesty with marketing.
What This Means for Language
This isn’t just about a word changing meaning. It’s about who gets to decide what words mean. Traditionally, lexicographers waited for usage to settle in books and newspapers before updating definitions. Now, a TikTok video can rewrite a dictionary entry in months. The power has shifted—from academia to algorithm.And it’s accelerating. Dictionary.com’s team says they’re already seeing new derivatives: “demurecore,” “demure energy,” even “demurefluencer.” The word is no longer just an adjective. It’s a lifestyle label.
For older generations, this may feel jarring. But for millions of young people, it’s liberation. Language has always evolved. But rarely has it been reshaped so quickly—and so deliberately—by a single voice.
Frequently Asked Questions
How did Jools Lebron’s video change the meaning of 'demure'?
Jools Lebron’s November 2023 TikTok video, featuring the phrase “very demure, very mindful,” turned a traditionally modest term into a cultural code for intentional elegance. The phrase went viral across TikTok, Instagram, and Twitter, prompting users to apply “demure” to fashion, workplace behavior, and even interior design—not as a sign of shyness, but as a statement of refined control.
Why did Dictionary.com choose 'demure' over more politically charged words?
Dictionary.com’s lexicographers prioritize cultural resonance over controversy. While words like “authoritarian” or “election” saw spikes, none reflected a collective shift in identity and self-presentation like “demure.” Its rise wasn’t about division—it was about personal curation, making it a more telling mirror of 2024’s social mood.
How does this compare to Cambridge Dictionary’s choice of 'manifest'?
While both words reflect self-determination, they operate differently. “Manifest” is about attracting outcomes through belief; “demure” is about controlling perception. One is inward-focused (desiring), the other outward-focused (presenting). Together, they show how language now captures both aspiration and image-making.
Is this semantic shift permanent, or just a trend?
Historically, words that undergo rapid, widespread redefinition—like “literally” or “awesome”—often retain their new meanings. “Demure” has already been adopted by major publications and fashion brands. Unless a cultural backlash emerges, it’s likely to stay as a descriptor of intentional sophistication, not just modesty.
What does this say about how dictionaries are made today?
Dictionaries are no longer passive recorders—they’re real-time cultural detectors. Lexicographers now monitor social media trends, influencer language, and meme patterns. “Demure” was chosen not because it appeared in novels, but because millions used it in ways that defied its dictionary definition. Language is now crowd-sourced.
Will other words follow 'demure' in being redefined by TikTok?
Absolutely. Words like “quiet luxury,” “girl dinner,” and “corporate grunge” are already gaining traction. The pattern is clear: TikTok turns niche aesthetics into mainstream lexicon. Next up? We might see “sleek” or “elevated” undergo similar shifts. Language evolution is now faster than ever—and it’s being driven by Gen Z’s visual culture.
