The Demurest of Them All

If the wicked stepmother was asking her mirror this week I believe the phrasing would go a little something like: "Mirror, mirror, on the wall who's the demurest of them all?" A deliciously catchy word that has taken Tik-Tok (and therefore the world) by storm. And while I understand contextually the term has skyrocketed to infamy for a mix of reasons, I feel like this is a Gen Z term I can 100% get behind.

Demure in its new context is ultimately more of an attitude than an aesthetic. A mix of mindful self- care and self-awareness, all about how you carry yourself in social settings of all kinds. Of

Demure fashion for Fall 2024

course there has also been some references to a tongue in cheek comparison with the Hailey Beiber and her brand Rhode's "clean girl" or "vanilla girl" aesthetic -- confirming, if nothing more, that no matter what generation as a society we still love a label and you can add "demure" to the list.

On the surface I love the essential message of the demure trend... being self aware and finding a balance between self care and then environment around you. As Jools Lebron said on one of her Tik-Toks on oral hygiene ... its finding the balance between not bed rotting for two days and having a self-care routine that is manageable. Clean lines, simple silhouettes, graceful manners and a composed understated aura.. I'm loving it. A stark contrast to brat summer, but who really wants a comparison?

For me I also love how it all dovetails so beautifully with some of the more vintage lines and feels from the Fall line of 2024. Reminiscent overall of the 1960's with more prim and proper necklines and hemlines, clean and glowing skin with hints of enhanced beauty, and femme touches in the details. Hello dark sunglasses and gloves for daywear. Playful hemlines dancing around with a smart and crisply tailored shirt. Dainty accessories with tidy hair and a barely there manicure its all so ... dare I say... demure?

Demure Icon: Audrey Hepburn

The likes of Princess Diana and both Caroline Bassett Kennedy and Jacqueline Kennedy Onassis all immediately come to mind as leading patron saints for the movement. While Audrey Hepburn seems to come out on top as the holy mother of all things demure. Isn't there a picture of her with an actual fawn somewhere? If that isn't demure I don't know what is.

Personally, any trends that make having decent manners "cool" again has my full and undivided attention. I mean maybe I am old-fashioned at heart, but either way I love being "very demure, very mindful"

x Olivia