Goodbye, brat summer. Hello, demure fall

The concept of 'demure' has gained popularity, particularly after TikToker Jools Lebron's viral video, which amassed 6 million views and over 600,000 likes in two weeks. This shift in energy marks a departure from the previously celebrated 'brat summer' ethos, which faced criticism for becoming overly commercialized. The term 'demure' signifies a more mindful approach to self-expression and authenticity, contrasting with the brashness of the brat culture. Chappell Roan, a rising star from the Midwest, exemplifies this new trend. Her debut album, 'The Rise and Fall of a Midwest Princess,' released last year, gained traction following her NPR Tiny Desk Concert in March 2023. Roan's journey to success was not instantaneous; it took seven years of perseverance, including a period of feeling like a failure after being dropped by Atlantic Records. Her story resonates with many, highlighting the importance of resilience and authenticity in the face of adversity. Tim Walz, the governor of Minnesota, is also associated with this cultural shift, often referred to as 'everyone's midwestern dad' due to his humble background and wholesome demeanor. His approach reflects the values of Midwestern humility, which align with the emerging 'demure' trend. Overall, the transition from brat summer to demure fall signifies a broader cultural movement towards authenticity and mindfulness, as individuals seek to connect more genuinely with themselves and their communities.