Fever

2 weeks ago, LeBron James posted a video that would change her entire life. Now, being “demure” is central to the cultural conversation, with fans and brands clamouring to get a slice of the cutesy pie.

We’ve looked back at the last 2 weeks and the journey Jools took from ‘in the know’ obscurity, to full blown notoriety. The timeline in which we choose the next moment continues to shorten, often deeming trends over before they’ve even really begun.

But as media shouts over one another to declare Demure Fall in the wake of Brat Summer, we can’t help but think that when it comes to defining the online lexicon, we’re all at risk of deeping it too much.

Both brat and demure have lost their literalness to the gaping jaws of modern day meme culture, existing now only as vibes. By trying mirror moments like these with too much earnest, brands risk locking themselves out of the conversation.

At Tomorrow, we help brand identify whether they can tap into that 365 party girl life, or whether they need to say in their Microsoft Office 365 lane.

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