- Celebrity figures are hopping on the bandwagon.
On the popular app TikTok, a term is now all the rage. Following "Brat Girl Summer," the word "modest" has become the talk of the internet. Even notable figures such as Jennifer Lopez (55), Khloe Kardashian (40), and even United States President Joe Biden (81) have hopped onto the bandwagon. But what's the fuss about?
"Totally modest, totally thoughtful"
TikToker Jools Lebron initially sparked the fad with a series of brief videos in early August. In her initial post, the American influencer illustrated how she portrays "modest" (reserved, polite) at work by wearing a subtle perfume and flaunting her well-groomed hair. She also showcased a makeup look in soft colors, commenting, "Totally modest, totally thoughtful," in another TikTok.
However, these tips are meant to be taken lightly and are filled with self-deprecating humor. The exaggerated portrayals are intended to shed light on societal expectations of women's behavior. The popularity of the trend is evident in the statistics. One video from a trans creator amassed over 30 million views in just a few weeks. The creator even mentioned that the earnings from that video alone could cover her transition costs.
Celebrities amplify the trend
It didn't take long for celebrities to hop on board and share videos on their social media platforms. Apart from the younger generation, even veterans like Jennifer Lopez and Khloe Kardashian became involved. Lopez shared a video on Instagram, where she took a small sip from a bottle, commenting, "See how I sip from the bottle? Totally modest," before taking a drink. "Totally thoughtful. I don't just guzzle it," she praised herself.
Makeup artist Ash Holm, who has worked with the Kardashians numerous times, introduced the trend to Khloe Kardashian. She joked about how reserved and well-behaved Khloe's flashy look is, and how well she sits in the chair. "Did you see her bun? So chic, so elegant, so modest," her hairstylist added. When asked what "modest" meant, it brought laughter from Khloe. "Nobody knows," she replied. Some fans were also puzzled by the internet phenomenon, while others continued the joke. "You don't indulge as much as the others. Totally modest. Totally sweet," someone commented on the model's heavy makeup.
The trend is particularly popular among younger people like Olivia Rodrigo (21). The pop star appeared in a TikTok video styling her long hair and miming along to an audio clip from Lebron. "See how I wear my hair? With a very humble length," she explained. "I keep my hair very modest, very short," she joked about her long locks. Her clip reached nearly six million views. However, with the fast-paced nature of TikTok, it's likely that a new trend will crop up soon.
Even Joe Biden joins in
Following Kamala Harris' (59) participation in "Brat Girl Summer," Joe Biden (81) joined the "modest" trend. On the app X (formerly Twitter), the US President combined the frenzy with an announcement of a new decision. "Student loan debt of nearly five million Americans forgiven via various means. Totally thoughtful. Totally modest," the White House account posted, garnering an unusually high number of likes.
The initial post by TikToker Jools Lebron, which showcased her modest work style, included the comment, "Totally modest, totally thoughtful." The trend gained further traction when Jennifer Lopez mimicked the phrase, saying, "See how I sip from the bottle? Totally modest," in a video shared on Instagram.
