What is demure?

[A classic trend that never dies]

A makeup video by Jools Lebron recently went viral on TikTok, and suddenly the whole internet was buzzing with the word “demure.” "What is demure?" became the hot topic everyone was talking about.

So, what exactly is demure, and how do we define this trend? It represents a sense of mindful, subtle elegance, which is a big contrast to over-the-top and attention-grabbing styles. In fact, this reflects how people behave in real life compared to what we see on social media. These days, everyone’s chasing trends and trying to stand out, which leads to lots of creativity but also exaggeration to get noticed. However, like indulging in fancy French food every day, we get tired of it. Sometimes you just want something simple and normal. It’s more practical and comfortable to show your true self and find your personal style.

Demure is something people have been noticing and embracing lately. It's elegant, timeless, and always classic. And really, everyone can have their own “demure” moments. Check your wardrobe—you probably already have neutral colours or classic styles you wear to the office or out for brunch with friends. Maybe you sometimes put together a monochromatic or low-contrast outfit—that’s demure, too. It’s not about chasing a trend; it’s something we already do in our everyday lives. It’s chic, it’s classy, and it doesn’t need to shout to be noticed. That’s what makes demure so special—it doesn’t have to try hard, yet it leaves an impression. It’s not about following a trend; it’s about embracing something that’s naturally part of who you are.

Look at photos of celebrities caught by paparazzi—are they always wearing couture and massive jewelry on the street? Or acting out something dramatic? No, they’re just being human, like everyone else. They’re quiet and mindful, blending in when they’re not on screen. Maybe the way they behave off-camera, outside the spotlight, is something we should pay attention to—not just the glamorous moments they perform for the cameras.

This year, we’ve even seen some demure styles on fashion runways, not just those fabulous outfits reserved for the red carpet, but designs that can be worn to the office or in daily life. Look at Chanel’s collection by Virginie Viard or Burberry’s by Daniel Lee—both are elegant, showcasing the mature and best shapes of women. Sure, we still love Christian Lacroix’s remarkable designs, but those are for special occasions. Nowadays, designers are creating looks that embody the demure vibe, and even in such subtle garments, you can stand out confidently.

"Very demure, very mindful"

Keep this in mind when you’re out in public or at work—no need to be dramatic or exaggerated to get noticed. People will appreciate the real you, not just the flashy outfits. In fact, they will respect and appreciate you for your authenticity, for the way you carry yourself with quiet confidence. It’s not about the loudest voice in the room—it’s about the one that speaks with purpose. Demure shows us that sometimes the most powerful presence is the one that doesn’t demand attention but earns it through grace and self-awareness.