Demure Dressing: How To Have Fun With This Modest Viral Trend

After an intentionally messy “Brat Girl” summer, this autumn it’s all about being demure …

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This summer, Charli XCX’s latest album spawned the “Brat Girl” trend. Rooted in chaotic dressing, the core aesthetic for brat girls was a white vest top covered in spilled red wine, smudged black eyeliner, and bed hair, topped off with a chipped neon slime green manicure. While this party girl look might have been suited only to those who spent their summers on sticky dancefloors, at festivals and raves or partying in Ibiza, it felt like a breath of fresh air after (and at the same time a rejection of) the “Clean Girl” and “Latte Makeup” looks that were trending online earlier this year. But just as the masses were considering embracing this zero-effort, unkempt “brat girl” style, Tiktok has sent fashion back in the opposite direction by declaring “Demure” as the biggest trend for this autumn.

At the start of August, American TikTok influencer Jools LeBron posted a satirical video all about being “demure”. The video which has since gone viral, racking up almost 50 million views, explains how more than just a fashion and beauty trend, being demure is all about attitude and being conscious. Jools explains, “See how I do my make-up for work – very demure, very mindful,” adding, “I don’t come to work looking like a clown”. While LeBron has explained that her motto is “obviously a joke”, her original video has spawned hundreds more on the same topic, with TikTok users now explaining how to embrace the demure trend in fashion, beauty, even interiors. The polar opposite of brat, the demure lady dresses in timeless classic pieces, is well-mannered, polite and has exquisite taste.

It is, however, very tongue-in-cheek, while the “clean girl” took herself way too seriously and felt very exclusive, the “demure” trend pokes fun at being modest and plays with traditional female stereotypes. By definition to be demure is to be reserved, modest, and shy – but LeBron with her subtle satire avoids making the trend feel archaic, instead she reclaims the word and has fun with it (see her “How to be demure when you have midnight munchies” video).

As we wait and see what the next internet viral trend will bring, below we analyse everything you need to embrace this understated elegant and inherently classic look for autumn, because if there’s one trend we can get behind it’s the one that embraces longevity when it comes to fashion purchases. Whether demure is trending or not this autumn, these timeless classic pieces will always be in style.

Wardrobe

Creating a demure outfit means sticking to timeless silhouettes and a neutral colour palette. While this may be a trend, demure, mindful dressing is all about classic pieces. Think polished cardigans, waistcoats, top-handle bags, ballet flats and kitten heels. Keep your necklines high and the fit of your clothes relaxed rather than too form-fitting – and most importantly, logo free. Similar to the quiet luxury aesthetic, this trend is all about reserved glamour. The aim is to look polished and put together.

Crossover blazer with contrast trims, €49.95, at Zara

Make-up

Make-up plays a huge part in achieving the look. Not surprisingly, less is more with this trend. Keep your eye make-up light, brows groomed and go for a skin tint over a full coverage base. If you do want to add some colour to your make-up, go for a statement matte red lip. Avoid shimmers, glosses, or heavy contour and bronzer, and remember to blend out any blush or foundation lines with a stipple brush.

Hourglass veil hydrating skin tint, from €44.30, at Cult Beauty

Hair

Demure hair is healthy, clean and shiny. There is no need for rollers or hair spray as you want it to look as effortless as possible. On days when you have time to style it, opt for a classic blow dry, nothing too voluminous or wavy. Instead of bouncy curls, turn the ends in to avoid your hair looking flat – think Charlotte from Sex and the City: very demure, very mindful. When you’re in between washes, a low bun works just as well for this look.

K18 molecular repair hair oil, €25, at Arnotts

Jewellery

Avoid anything flashy. When it comes to earrings, diamond studs are as bling as you want to go. For necklaces, pearls of course are the perfect choice for those looking to tap into the demure trend. On your wrists choose a thin leather strap timepiece as opposed to layers of bracelets.

Juvi Vivien pearl necklace, €240, at Weirs & Sons

Footwear

For daywear, keep it classic with ballet pumps in either black or cream. For evening or more formal occasions, a kitten or medium heel will elevate the look – while remaining demure, of course.

Cream slingback shoes, €99.95, at Massimo Dutti

Perfume

Subtlety is key when choosing a demure perfume. You want an airy scent so vanilla or peony-based perfumes work best. While we love woody undertones, for this trend we recommend floral perfumes applied very lightly.

Laura Mercier vanille eau de parfum, from €65.54, at Cult Beauty

Nails

Time to remove your brat girl lime green shellac and replace it with a modest nude nail polish. No nail varnish is better than chipped so if you don’t have time for a manicure, bare nails are best. Stay away from glitters but if you do want to add a touch of shimmer a pearlescent polish is very demure.