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Very Demure, Very Mindful
What to know about TikTok's new favorite phrase and how to embrace the trend.
Open Instagram or TikTok on your phone today and you’ll probably hear the phrase “very demure, very mindful” applied to everything from influencers snacking to RushTok, and we weirdly cannot get enough of the phrase. We can’t help it – you start thinking it in your head, whispering it to yourself, and then – gasp – dropping it in conversation. We're using it in the comments. We’re replacing “slay” with “demure” without batting a lash. It happens.
The viral social trend started with Jools Lebron’s video before making the rounds on just about every platform. The trend is silly, sarcastic and in good fun, but it’s also the perfect kickstarter to pre-fall fashion trends (and antidote to Brat summer), taking inspiration from more prim styles and themes.
Get a very demure, very mindful look of your own:
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Lorenzo Blouse + Sophie Skirt
Polka dots are trending for fall, and applying them to this sweet, modest silhouette tones them down just the right amount.
Sézane, $145 + $220
Belted Shirtdress
Long, lean and versatile. Very cutesy.
Zara, $80
Rare Beauty Perfect Strokes Matte Liquid Liner
An easy-glide, waterproof liquid eyeliner to get that demure look with perfect precision every time.
Sephora, $21
Cropped Blazer
This cool camel color, structure and crop brings a bit of edge to the trend.
Anthropologie, $148
Molly Goddard Bow Cardigan
We’ve seen the bow trend ebb and flow, but something about the strong shoulder placement on this piece keeps it just far enough from saccharine.
Net-A-Porter, $695
Babaton Meet-Up Wide Leg Jean
The dark wash and wide shape make this a jean you can wear for a modest touch.
Aritzia, $168
Merit Flush Balm Cream Blush
A clean, minimalist blush in a foolproof, flexible balm that deposits a creamy, transparent veil of color to let your skin show through.
Sephora, $30
Gaspard Cardigan
The demure trend is a cousin of the old money/quiet luxury trend, and this cardigan captures it perfectly.
ba&sh, $395
Randy Trench
A cut-down, minimal classic.
Anine Bing, $500
