If it recently seems as if everyone you know – especially on social platforms – has been repeating iterations of “very demure, very mindful”, and you have no idea why, it might be time for our luxury social media agency to step in with a quick summary. 

Admirers of TikTok creator Jools Lebron, of course, will require no such explanation, as it was her satirical video that kickstarted the phenomenon. 

The footage, posted via Lebron’s @joolieannie handle on the short-form video hosting service, features the beauty influencer setting out her “modest” and unassuming approach to makeup for the workplace. 

She stated, in words that have quickly become immortal: “You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work.” 

The video continues with Lebron commenting to the viewer: “You see how I look very presentable? The way I came to the interview is the way I go to the job.” 

But what is meant by “demure” in this context? 

It would probably be very easy to overanalyse the implications of terms like “demure” in the case of clearly tongue-in-cheek social media trends like this one. 

Still, with all manner of social network users – including celebrities – having provided their own spins on the notion of a “demure” aesthetic in Lebron’s wake, it is worth considering the humorous evolution the trend represents from such other recent movements as “trad wives”, the “clean girl” look, and “quiet luxury”. 

One fashion expert, Fausta Urte Geigaite, has been quoted as describing the latest “demure” trend as championing “a return to a more reflective and understated style of dressing. It’s a nuanced movement that celebrates subtlety over ostentation, aiming to project an image of thoughtful elegance.” 

She cited Emma Watson as an embodiment of this look, observing that the English actress “combines her advocacy for sustainable fashion with a style that is both chic and restrained.” 

And of course, “demure” and pared-back fashion aesthetics can be traced much further back in history. Princess Diana’s tartan blazers and pussybow blouses, for example, were recalled in various pieces showcased on the latest autumn/winter catwalks. 

Managing director and jewellery expert at Clogau, Ben Roberts, has also weighed in on the movement, describing an “understated” aesthetic in which “soft neutral tones work best… it’s definitely about quality over quantity.” 

“Just” a social media trend… or so much more? 

As for Lebron’s own take on “demure”, she has presented it as a statement of self-awareness and confidence, rather than being solely about appearance. 

She expressed in an interview with CBS Mornings: “We’re all like in this; we’re unified, like nothing has to be so serious. Nothing has to be so aggressive. Like everything could just be very cute. Where, you know, we don’t do too much. We only do a little bit. I’m not crazy with it. I’m very demure”. 

So, there you have it. “Demure” in this context might be “just” a viral trend, but also a signifier of a lot more in our recent fashion culture, with potential implications for your brand’s own aesthetic and presentation, online and offline. 

For a discussion of how this approach could be embodied in upcoming promotional campaigns for your ambitious lifestyle, fashion, or high-end business, please feel free to contact the London-based experts of our luxury social media agency at Skywire London. 

Photo by Anthony Tran on Unsplash