By Aaron Kok - published
By now, you’d probably have heard your Gen Z colleagues throw out the phrase “very demure, very mindful, very cutesy”. And if you’re not habitually on TikTok, you’d be drawing a blank about what they are yapping on about.
The newest social media trend to have TikTok in its chokehold is the demure trend. Coined by creator Jooles Lebron, the phrase first gained traction in her video where she addresses what one should wear to work. Speaking to her camera, Lebron talked about how one should be mindful about how they get dressed for work. Sitting in a car, she tells the world how she dresses “very demure, very mindful” and points out how she doesn’t do too much.
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Leave it, then, to the interwebs to take over. TikTokers quickly latched on to the term, creating their own reaction videos to the “very demure” phrase. Five days ago, there were just 21,000 videos tagged under #demure on TikTok. Today, there are 308,000 posts and counting. Clearly, being demure is in.
Demure has now become the antithesis to “brat”, the previously-trendy term that referenced Charli XCX’s newest album, and the go-to phrase to drop for proof of street cred. Where ‘brat’ is all about girls who show up to work with last night’s clubbing makeup on, ‘demure’ refers to girls who take the low-key route in simpler makeup and fashions that are less showy.
In this vein, and in homage to how Lebron wants to remind us about dressing for the office, here are 10 of our favourite very demure, very mindful, very cutesy items to wear to work right now.
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Belted dress, $4,950, HERMÈS
With its midi-length hemline and a more conservative neckline, this Hermès dress can be styled for work with covered-toe flats and a classic ballet flat.
Blazer, $974, ELEVENTY at FARFETCH
A neat blazer definitely telegraphs the look of demureness in a corporate setting, and the subtle Prince-of-Wales check gives it a texture that makes it feel more dressy.
Bag, $16,820, CHANEL
Every working girl needs a trusty bag for the office, and we’re loving this classic 11.12 bag in burgundy by Chanel. Not only is it presentable and chic when worn with your corporate tailoring, it’s versatile enough to match your weekend denim-and-tee combo.
Necklace, $2,420, CHAUMET
Embrace dainty jewellery as part of your demure workwear look. A rose gold with mother-of-pearl pendant is subtle enough for work, and can be layered with other fine necklaces to complete your outfit.
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Top, $79, & OTHER STORIES
Full-length sleeves not only telegraph a more modest look that’s work-appropriate, it’s also great at keeping you warm when the office air-conditioning is on full blast.
Skirt, about $550, SELF-PORTRAIT at NET-A-PORTER
For those who still want a bit of panache at work, without overdoing it, look for a bit of sparkle with crystal trims. The candyfloss pink colour also adds to the ladylike appeal of this skirt.
Dress, about $250, COS
A collared shirtdress definitely channels mindful decorum for the office, but the addition of small cut-outs on this COS number gives it a bit more visual interest.
Earrings, $870, DIOR
Dior’s well-adored earrings, the Tribales, gets a demure reimagination with a mixture of pearls, charms and crystals.
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Shoes, $1,630, VALENTINO
Nothing like a pair of cutesy Mary-Jane flats to bring out your demure side. For that extra girlish take, pair with ankle-high white socks.