10 'Very Demure, Very Mindful' Runway Looks

The term “Demure” has taken social media by storm after creator Jools Lebron posted a video establishing her demure way of dressing for work. In the video, she asserts that she "doesn't wear a green cut crease." She keeps her makeup paired down and "mindful." In the same video, the creator points out her modest wardrobe choices, explaining that how she "goes to the interview is how she goes to the job." 

The trend, specifically revolving around the words "cutesy," "mindful," and, of course, "demure," has left the internet undeniably obsessed. The trend has broken into the celebrity sphere with Khloé Kardashian, Lindsay Lohan, and Jennifer Lopez referencing Jools Lebron's words. The trend has reached even further, with many saying Kamala Harris' monotone Chloé look from the Democratic National Convention was a perfect example of dressing in a demure fashion. 

Encyclopedia Britannica defines "demure" as a person who is discreet in manner, not flashy, and knows his or her place. Jools Lebron pokes fun at this, accentuating the contrast between appearance and reality. This trend highlights how many people adopt protective behaviors to conform to an ideal of modesty and discretion. An example among many? Rory Gilmore, the character from the 2000s cult series Gilmore Girls, played by Alexis Bledel. Rory's wardrobe of ill-fitting cardigans, tights, and baggy sweaters perfectly leans into the demure dressing trend before it was popular.

But the trend has audiences split, to say the least. Some have embraced Lebron's words as slang, understanding the level of parody behind them, while on the other hand, there are those who have taken the message literally, trying to emulate the "demure" style authentically. But how do you dress in a "Demure" way?

Scroll down and discover the ten Fall/Winter 2024 runway looks we at L'OFFICIEL have picked to help you channel demureness in its purest form.