What is the 'demure' trend taking over social media, and how can you partake

Many are applying demureness to their daily situations

Senior Writer

AUGUST 16, 2024 2:02 PM EDTAUG 16, 2024, 2:02 PM EDT

"Demure Summer" is giving "Brat Summer'" a run for its money as a social media user who has decided to ensure everything is mindful and cutesy. The trend first appeared on TikTok thanks to creator Jools Lebron, who explained how she acted "very demure, very mindful" at work.

Lebron's way of life relies on being "demure, modest, and respectful at the workplace." This philosophy earned her more than 17 million views on the platform. "See how I look very presentable? The way I came to the interview is the way I go to the job," she explained. I'm very modest; I'm very mindful."

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♬ original sound - Jools Lebron

Many are applying demureness to their daily situations, whether going to the grocery store or attending a drag show. Today News reported that TikTok analytics show that #demure has spiked since August 7, with over 78,000 videos posted with the hashtag.

Emilie Joseph wears sunglasses from Gentle Monster, earrings, red lipstick, make-up, a white oversized poplin button-down shirt from Figaret Paris, and a long maxi silk lustrous skirt in black during a street style fashion photo session on May 20, 2024, in Paris, France. (Photo by Edward Berthelot/Getty Images)

While being demure means to be modest, decent, proper, mannered, and honorable, many celebrities have taken to social media to share their take on the trend but wearing more revealing looks, just like Lizzo and SZA, who shared a video lipsyncing to one of Lebron's "demure" TikToks.

How to Achieve a Demure Aesthetic

To achieve a "demure" aesthetic, you should focus on a timeless style that is often associated with gracefulness. Here are crucial elements to consider:

Clothing Choices

A guest wears gold necklace with cross pendant, black t-shirt with silver butterfly pattern, light brown pattern/print tailored blazer jacket, light brown pattern/print mini skirt, shiny black Dior Lady D-joy leather bag, black socks, shiny black Christian Dior loafer moccasin leather shoes, outside Dior, during the Paris Haute Couture Week Fall/Winter 2024-2025 on June 24, 2024 in Paris, France. (Photo by Edward Berthelot/Getty Images)

Choose clothing that covers more skin while still looking stylish. Look for high necklines, long sleeves, midi to maxi lengths, and A-line skirts. Opt for elegantly draped fabrics such as silk, cotton, chiffon, and lace, as they add a refined touch to your outfits. When wearing patterns, use subtle ones such as small florals, polka dots, or stripes, and avoid bold, attention-grabbing prints.

Accessories

Choose simple, dainty jewelry pieces such as pearl studs, thin gold chains, or small rings. Avoid large, statement accessories that draw too much attention. Opt for structured bags in neutral tones. A small to medium-sized handbag or clutch is perfect for maintaining a demure aesthetic. Low to mid-heel pumps, ballet flats, or kitten heels work well. Stick to neutral colors or soft pastels that complement your outfit.

Hair and Makeup

Choose loose waves, simple updos, or sleek low ponytails for a demure look. Avoid overly elaborate or voluminous hairstyles. Aim for a fresh-faced look with minimal makeup. Concentrate on achieving a flawless base, using neutral eyeshadows and opting for a soft pink or nude lip color. The objective is to enhance your features subtly.

Cultural References

Old Hollywood Glamour: Icons like Audrey Hepburn and Grace Kelly are prime examples of the demure aesthetic, combining timeless elegance with modest fashion choices.
Modern Influences: Look at contemporary fashion influencers who stylishly embrace modest fashion.