Living in 2024 means navigating an endless flow of micro-trends, internet aesthetics, and viral content. This month, TikTok creator Jools Lebron’s playful take on being “very demure” at work—from her makeup to her modest clothing—has taken center stage. In just a few weeks, the video has amassed over 40 million views, sparking social media captions, memes, and even brand marketing strategies, with the term spreading across various contexts. Unsurprisingly, demure fashion quickly became a trending topic on TikTok.
Creators have interpreted demure outfits in many ways, but key elements include minimalist separates and feminine silhouettes with more coverage. Expect to see plenty of waistcoats, suits, full skirts, high-neck tops, wide-leg jeans, and leather handbags. The trend focuses on modest dressing and refined basics, a significant shift from the previous season's "brat girl summer," characterized by Y2K-inspired hot pants and baby tees.
Like many internet-driven aesthetics, the demure fashion trend—despite its tongue-in-cheek origins—offers brands and creators a chance to refresh classic ideas. Even before the hashtag took off, the same aesthetic was prominent on the autumn 2024 runways. Fashion houses known for timeless, polished separates showcased the essence of demure, from Balmain’s long, flowing skirts and peplum tops to Loewe’s tailored jackets and voluminous fabrics. The elegant skirt suit, possibly influenced by this election year, was a standout, with designers like Marc Jacobs, Tory Burch, and Stine Goya leading the charge. Additionally, Givenchy and Miu Miu’s opera gloves became the epitome of demure accessories.
Lebron’s lighthearted TikTok has made a bigger impact than anticipated. By Rotation, a fashion rental app, has noticed the influence of such viral trends, according to its founder, Eshita Kabra-Davies. “We’re seeing an increase in searches for ‘demure’ on the By Rotation app, as well as a rise in the use of #verydemure and #demure hashtags,” she shared with Refinery29. “I see the ‘demure’ trend as bringing an element of elegance and modesty into daily dressing, focusing more on soft tailoring and muted colors.” The app now features a curated “demure edit,” highlighting brands like Reformation, Oddmuse, and Self-Portrait.
Kabra-Davies notes that while this trend is currently popular, it’s not entirely new. “We observed similar aesthetics in last year’s ‘quiet luxury’ trend, for instance.” Inspired by HBO’s Succession and the “old money” aesthetic (think TikTok’s fascination with appearing as a wealthy housewife), quiet luxury is all about minimalist style, muted tones, and striving for a sophisticated, affluent look, regardless of luxury labels.
Demure fashion and quiet luxury share a common thread—literally, given that the same d
esigner brands are often linked to both. Both trends emphasize high necklines, long sleeves, and floor-length skirts, aligning with modest fashion, a space that has existed far longer than these trends. Last year, quiet luxury was compared to modest fashion and rightly critiqued for society’s double standards that promote modesty as a trend over modesty as a representation. However, the popularity of both trends underscores the importance of giving modest-wear brands and followers the recognition they deserve.
“The world can learn from this trend that modest fashion is not just about covering up. It’s also a reminder that fashion can and should be diverse and inclusive while still being stylish,” says Deborah Latouche, founder of the modest luxury label Sabirah, in an interview with Refinery29. Latouche mentions that the brand’s full-coverage maxi dresses, tailored suits, and high-neck coats—all reflective of TikTok’s demure and quiet luxury content—“are designed to inspire confidence and strength.” Perhaps that’s the most significant lesson from all this “demure this, mindful that” conversation: what you wear is secondary to how you feel in it.
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