The Girl Maths trend has maintained it's relevance on the internet for over a year now, being used as a tongue in cheek way for women to justify ‘’frivolous’’ purchases from iced lattes to designer handbags to Taylor Swift concert tickets. But why is it that women feel the need to justify their spending in this way? And why is it only costs associated with femininity that are deemed as ‘’frivolous’’?

Demure is the new TikTok catchphrase that has been sweeping across our social media feeds, with over 300,000 posts on TikTok and celebrities including Jenna Ortega, RuPaul and Lily Collins participating in the trend. But why is the phrase suddenly so popular, and what exactly does it mean?

With the rise of the coquette trend, the popularity of Bridgerton and ‘’Barbie-core’’ going viral, recent years have seen an influx in women from all around the globe dressing in the hyper-feminine aesthetic. However, for many self proclaimed girly girls, the journey towards embracing their femininity was a difficult one. This article explores the question of whether hyper-femininity is compatible with feminism, and what exactly it means to be a feminist in 2024.