If you've been on TikTok or Instagram recently, it seems like every corner of the internet is abuzz with the latest micro-trend: "demure" fashion. Thanks to a viral TikTok video from creator Jools Lebron, the idea of dressing in a "very demure, very mindful" way has taken the fashion world by storm. Amidst the noise of flashy logos and maximalist aesthetics, a growing number of style-conscious consumers are gravitating towards a more refined and demure approach to dressing.

But this so-called new trend is really just a rebranding of an aesthetic we've seen before - the "quiet luxury" look that dominated last year. Both demure dressing and quiet luxury revolve around polished, modest silhouettes, muted color palettes, and an aspirational air of sophistication. Brands like Bottega Venetta, Gucci, and Saint Laurent showcased this elevated, subdued style on their autumn 2024 runways, proving that the "demure" look was already making its way into mainstream fashion.

 The overlap between demure fashion and quiet luxury makes sense - they're essentially tapping into the same desire for an effortless, pared-back elegance. And this aesthetic can be traced back even further to the rise of modest fashion, which has long championed covering up as a form of style and empowerment, rather than simply as a trend.

As Deborah Latouche, founder of the modest luxury label Sabirah, points out, "The world can learn from this trend that modest fashion is not just about covering up. It's also a reminder that fashion can and should be diverse and inclusive while still being stylish." The popularity of demure and quiet luxury styles reflects a growing appreciation for the sophistication and confidence that can come from dressing with intentionality, rather than revealing as much skin as possible.

So while the "very demure, very mindful" look may be the talk of social media right now, it's really just the latest iteration of an aesthetic that's been simmering in the background for years. By embracing modest, elevated silhouettes, we're not just following a fleeting trend - we're tapping into a timeless sense of style rooted in elegance, sophistication, and, most importantly, self-assurance.

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Very demure, very mindful.