All it took was one video to go viral. Suddenly, the it-style of the moment is all about quiet chic and tasteful dressing – the idea being not to draw too much attention to yourself with the clothes you wear.
This is the polar opposite of the previously trending aesthetic, “brat girl”, which calls for bold looks in standout colours.
You’ve probably already heard the catchphrase “very demure, very mindful” being repeated over and over again in social media posts. It is the result of one TikTok user from the US, Jools Lebron, posting up a video in August, which pokes fun at the stereotypical ideas of femininity.
Her little monologue was subsequently shared millions of times in a span of a few days, spreading across the globe.
While Lebron was commenting on the unfair expectations placed on women (they need to always look “very demure, very mindful”) – and not only to do with the style aspect, she has led to the revival of demure dressing as a trend.
“Maybe all of us were hungry for a fresh, in-the-moment take on how we view fashion,” explains stylist Yue Doong Lu.
“The video gave everyone something to latch on to. This current trend, in contrast to last season’s, calls for everyone to pull back and be mindful of themselves, both in their appearance and their actions.”
“It’s how we wear our clothes, not the other way around!” she enthuses.
Chow goes on to say that Dressing Paula’s designs fit the demure dressing trend. The fashion label is celebrating 14 years of offering Malaysian women classic pieces that can stand the test of time.
“At the core of what we do – from designing our collection to planning campaigns and events and chatting with our customers, we aim to empower women,” she adds.
“Dressing Paula celebrates the fearless, authentic woman who blends strength with grace, boldness with elegance, and modern vibes with timeless style. You can really see this in how we put together our looks, which radiate confidence while keeping it humble and demure.”
Read more: Want to look rich? The 'quiet luxury' trend calls for subtle fashion choices
Defining the trend
It should be pointed out that the “demure” and “modest” categorisations differ in fashion – although the words themselves can mean the same thing.
Muslimah wear is another subset that stands apart from the two.
“As a rule of thumb, modest clothing typically features longer sleeves and hemlines, with bottoms that reach below the knee, while Muslimah wear falls under this category with extra cover-ups like shawls and scarves for religious reasons,” Chow notes.
Every fashion season, you will be able to spot demure designs on the runways of big fashion houses like Dior, Chanel, Fendi, Hermes, Giorgio Armani and more. These can still show a lot of skin, while still being quietly chic.
At the end of the day, demure dressing is about being mindful (like how the viral video phrases it) when dressing up.
“There are many modern and stylish options that still respect tradition. Styling yourself to look demure is all about balancing elegance and simplicity, and not necessarily adhering to the modest clothing rule,” Chow says.
For now, a wide variety of fashion brands are quick to jump on the bandwagon and pushing out posts on social media to get clicks.
Canadian multi-brand retailer Ssense posted up a picture of a model wearing a Chopova Lowena design, captioning it: “See how I dress for work? Very cutesy, very demure, very mindful.”
Television personality Kim Kardashian shared images from a recent shoot to promote her Skims shapewear line, also using the phrase in the caption.
Read more: 'Diverse and experimental': How Gen Zs put individuality on the fashion pedestal
Back to the classics
“After years of street style, logomania and Y2K trends, I believe people now prefer refined and elegant clothing,” Yue declares.
Glaringly mismatched prints? Check. Blouses with sleeves that trail to the ground? Check. Ripped jeans and leather jackets? Check.
Yue says that demure dressing is probably closest to the quiet luxury trend of last year. Here, he uses words like “understated elegance”, “timelessness” and “minimalism” to underscore his point.
According to him, a good example of a famous person who dresses demurely is Catherine Middleton, Princess of Wales.
“From gala-worthy gowns paired with diamonds to elegant business-casual looks and everything in-between, she always looks presentable without overdoing it,” he relates.
As for advice on dressing to fit the trend, Chow says the golden rule is the balance of showing skin.
“If you’re opting for a low-cut or sleeveless top, consider pairing it with bottoms that offer more coverage and vice versa. Keep your necklines high and the fit of your clothes relaxed rather than too form-fitting. The aim is to look polished and put together,” she elaborates.
“The sandwich rule in styling is also super handy: start with two pieces in the same colour (the “bread”), throw in a different colour piece in the middle (the “meat”), and then add your personal touch with your favourite accessories.”
Sound simple? It is supposed to be as such. No overthinking required.
“A well-fitted, tailored piece is a must, with neutral colour tones, paired with delicate jewellery,” Yue concludes.
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