10 "Very Demure" Looks: TikTok's New Trend
Change of season, change of trend. With the "brat" archived, it's time for "demure". But what is its meaning?
The term “Demure” has become a trending phenomenon on TikTok , capturing the attention not only of content creators and celebrities – like Jennifer Lopez , Khloé Kardashian , Lindsay Lohan – but also of political figures like Kamala Harris , who wore “Very Demure” Chloé looks to the Democratic presidential nominee convention next November.
But let's get back to the meaning . According to the Encyclopedia Britannica, this English word of French origin describes a person who is discreet in manner, not flashy, and knows his or her place: «Not attracting or demanding a lot of attention» - who neither attracts nor requires much attention. The concept of "demure" is often associated with other qualities such as "respectful", "mindful" and "cutesy", creating a set of characteristics that paint a person who not only knows how to behave, but does so with elegance and discretion.
The TikTok video that started the "demure" trend (via TikTok @joolieannie)
The “Very Demure” trend exploded on social media in August 2024, initially as a tongue-in-cheek critique of those who pretend to be something they’re not in order to gain approval from others, especially men. Creator Jools Lebron started the movement with a TikTok video in which she described herself as very demure, very mindful while still looking anything but demure, accentuating the contrast between appearance and reality. The trend highlighted how many people adopt affected behaviors to conform to an ideal of modesty and discretion, an example among many? Rory Gilmore , the character from the 2000s cult series “Gilmore Girls” played by Alexis Bledel .
Rory Gilmore, the teenager played by Alexis Bledel in the 2000s cult series "Gilmore Girls," is the quintessential "demure" girl (via TikTok @netflix)
However, the trend has undergone a bifurcation: on one hand, there are those who have grasped Lebron's critical irony to an attitude (inconsistent? snobbish?), while on the other, there are those who have taken the message literally, trying to emulate the "demure" style in an authentic way. But how do you dress in a "Demure" way?
Scroll down and discover 10 very demure looks from the Autumn Winter 2024-25 fashion shows
