“Very Chic, Very Demure”: A Look Back at the Trend Flooding TikTok
This publication is also available in: 
Français 
Deutsch 
Italiano 
Español 
English (US)
Are you demure? To fit into this new trend sweeping Tik-Tok, you need to pay close attention to details, be reserved, yet also charming and modest.
These are the main ingredients to fall into the trendy category of Tik-Tokers who are very chic, very demure.
The novelty of this trend is that it offers a new perspective on how we approach elegance all over the world. Being demure is visible, but it is also a way of life. It touches not only our style of clothing but also our way of speaking, behaving, and relating to others.
To give you an example, think of Gwyneth Paltrow and her timeless chic style, along with her confident and kind demeanor.
How did this trend emerge and what does it reveal about our time? Let’s decode it in this article.
What exactly is “Demure”?
The term demure comes from a viral video (+40 million views) by Puerto Rican transgender makeup artist Jools Lebron, where she explains how to be demure, respectful, and modest at work.
The demure style is characterized by very light makeup, or even none at all, clean and classic cuts in neutral colors, and an elegant and discreet attitude. In short, discreet chic at its finest. Does it remind you of the quiet luxury trend of 2023? That’s normal. To be honest, the concept of demure is quiet luxury applied to everyday life.
Fashion can be hard to follow; indeed, the concept of demure is the complete opposite of the loud brat summer trend, launched with the release of Charli XCX’s album that took over social media with its lime green and bad girl attitudes.
Why is Demure an Important Trend?
- It’s a trend that is global, as it extends across several cultures. The proof? These influencers from the Middle East posing in soft, fancy, and very demure outfits. It is rare to see an American trend extend to Middle Eastern cultures; however, this is exactly what is happening with the concept of demure, which is being embraced by fashionistas in Arab countries. It’s worth noting that for once, the style of clothing and the attitude of a fashion trend align with values of humility and modesty!
- It’s a trend that influences others. We can definitely draw a link between demure and mental health. Indeed, Jools explains that for her, adopting a demure behavior means “your discretion is what it means to you. It’s being aware and attentive to the people around you, as well as to yourself and how you present yourself to the world.”
- Demure also puts men and women on equal footing. Not only through fashion with quality and sustainable materials, for example, but also with simple cuts that can be considered gender-neutral and, above all, a respectful behavior toward everyone and oneself.
How to Adopt the Demure Trend?
You got it, chic is primarily a state of mind, but your silhouette must reflect the elegant person you are inside. So let’s go for a little shopping spree, very mindful, very demure.
The key pieces of this trend include midi dresses, pencil skirts, buttoned-up shirts, and belted trench coats. The fabrics used are often natural, such as cotton, linen, and silk, which add a touch of luxury without ostentation. The concept of demure moves away from ultra-sexy trends and fast fashion, focusing instead on more thoughtful fashion that values the quality and longevity of garments.
If you haven’t noticed, discretion can be a bit pricey, but take this shopping selection as inspiration for very demure silhouettes.
This trend is also adopted for men with a shopping selection that highlights them as they should be!
Image on the cover: demure&co
