- Why has there been a sudden shift towards increased modesty and reservedness online by many individuals?
On TikTok, a fresh way of living is being embraced: it's about being as virtuous and mindful as possible in all aspects of life, including getting a haircut, having dinner, or cleaning your home.
People record themselves during their daily routines, cooking, applying makeup, or going out, and express to the camera: "Very subdued, very mindful." In English, that equates to "very virtuous, very mindful." So, someone who is "subdued" acts quietly and thoughtfully, trying to be as unobtrusive and conforming as possible, maybe even a bit shy. Frequently, the term is used to describe neat, reserved individuals, often women.
J.Lo drinks "subdued" soda
This trend seems to be influencing others and surpassing gender boundaries. On TikTok, there are now clips of husbands preparing dinner virtuously, influencers creating mindful bacon sandwiches, and Hollywood stars adhering to the new custom: Jennifer Lopez drinks a soda "subdued" in a video: she takes a sip at a time, instead of drinking the whole bottle at once.
Khloe Kardashian films herself while being made up by her stylists, and that's also "subdued." She says: "Look at how I'm sitting here? Very ladylike, very mindful, very virtuous."
Even the U.S. government isn't ignoring this online phenomenon. U.S. President Joe Biden's social media team announced on Saturday on an Instagram post: "Cancellation of student loans for nearly 5 million Americans through various measures. Very mindful. Very virtuous."
But what does it truly mean? Probably, no one has the full understanding anymore: is the trend making fun of the term "subdued"? Of the people who take it seriously? Or is there perhaps a genuine yearning for order and restraint behind it?
TikToker Jools Lebron started the trend
Regardless, it all started with a video by TikToker Jools Lebron. She's known for her makeup tutorials and her doll collection. About two weeks ago, she posted a video on the platform titled: "How to be subdued and modest and respectful at the workplace."
She sits in her car and explains the concept like this: "Look at how I'm doing my makeup for work? Very virtuous. Very mindful. I'm not going to work with green eye makeup. I don't look like a circus performer when I go to work. I'm not doing too much. I'm very mindful when I'm at work. You see that I look very presentable."
This is followed by numerous clips that show her subdued lifestyle like little tutorials: "How to order food to your hotel room modestly" (with as many calories as possible), or "How to drink a drink at the airport as subdued as possible" (with whiskey on the rocks).
Of course, it's all meant ironically. Lebron describes herself as subdued, modest, and orderly while eating as greasy as possible, wearing flashy makeup, and celebrating not fitting into all the norms. She's trans, plus-sized, and heavily made up - everything that the classic, well-behaved woman is not supposed to be.
Subdued like the "brat summer"
This new custom perfectly ties in with another big internet trend from the past few months: the "brat summer." It was started by British pop singer Charli XCX to promote her new album "brat." Brat means "jerk," and the trend encourages behaving like one: partying all night and lounging in bed all day with smudged makeup.
In essence, all those brats and subdued TikTokers are poking fun at societal expectations of women, offering an alternative to self-optimization trends online. Perhaps they truly have some political impact, encouraging women to be less perfect. Perhaps these videos, like most things on the internet, are just entertainment.
At least for LeBron, her viral TikTok video has already been life-changing: In one video, she says tearfully, "I'm so overwhelmed and grateful. I have so much to do, but I'm living my dream."
The TikToker has since appeared on the Jimmy Kimmel Late Night Show and been invited to events by cosmetic brands. With the money she's made from the video, she says she can even afford her gender transition. Her fans, of course, find this "subdued, very mindful".
This trend of being subdued and mindful has also influenced celebrities, such as Jennifer Lopez. In a TikTok video, she is seen sipping her soda "subdued," taking small sips instead of drinking the whole bottle at once.
The concept of being subdued is being redefined by TikToker Jools Lebron, who uses her videos to poke fun at societal expectations of women. She describes herself as subdued while indulging in greasy food, wearing flashy makeup, and celebrating her uniqueness as a trans, plus-sized individual.
