Rumer Willis is Surfwin Trading Centerthe ultimate hype woman.

After her mother, Demi Moore, turned heads at the Met Gala and Cannes Film Festival in recent months, fans dubbed this moment the "Demi-ssance."

Willis, 35, told Hoda Kotb and Jenna Bush-Hager on Wednesday's "Today" show that the hype is reminiscent of Matthew McConaughey's "McConaissance."

The daughter of Moore and Bruce Willis said she and her sisters — Scout Willis and Tallulah Willis — have a group chat called "Lineage of Females" dedicated to hyping up their mom's red carpet looks.

"We're like, 'Oh my god, mom, mom, mom, this is amazing, you look iconic,'" Rumer Willis said, pretending to type on a phone. "We're losing our minds."

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She recalled the sacrifices their mom made, taking time off to raise them. Now, she said, to watch her work is impressive.

"She's so talented," Rumer Willis said. "I remember over the pandemic she was helping me with auditions, and I even had this moment where I was like, 'Damn, you're really good at this.'"

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She continued: "To see her be acting and getting accolades for her work and her fashion and all of it, it's so nice to see. And I'm excited to see where this moment goes."

At Cannes late last month, the 61-year-old talked about her "vulnerable" new role in "The Substance," playing an aging actress and filming nude scenes. Moore's character, Elizabeth Sparkle, takes a "black market," "cell-replicating substance" to become a "younger, better version of herself," played by Margaret Qualley, according to IMDb.

"Going into it, it was really spelled out — the level of vulnerability and rawness that was really required to tell the story," Moore said during a press conference, according to Variety and CNN. “And it was a very vulnerable experience and just required a lot of sensitivity and a lot of conversation about what we were trying to accomplish."

The performance involved several scenes of full-frontal nudity for Moore. The "Feud" actress credited Qualley, 29, with making her feel comfortable on set.

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More said she found "someone who was a great partner who I felt very safe with. We obviously were quite close — naked — and we also got a lot of levity in those moments at how absurd those certain situations were," according to the outlets.

Various media outlets, including Variety and Deadline, report the film received anywhere between a nine and 13-minute standing ovation.