The word “#demure” has become a trending topic on social media, signifying a shift towards a more understated and refined aesthetic. This trend gained traction after influencer Jules LeBron used the word in an August 6th post, signifying a move away from the bolder trends we’ve seen in recent years. The hashtag quickly caught on, with celebrities like Jennifer Lopez, Lizzo, and Olivia Rodrigo all posting content related to the concept. In just two weeks, “#demure” has garnered over 371,300 posts on TikTok alone.
This embrace of demureness follows the success of “#bratsummer”, a trend inspired by Charli XCX’s album “brat”, which was strategically utilized by Vice President Kamala Harris in her election campaign. The White House, ever mindful of trendy online discourse, swiftly responded to the emerging “demure” trend. A recent post showcasing President Biden features the caption “Very Mindful. Very demure.” along with a picture of Biden, highlighting how the administration has helped alleviate student loan debt for millions of Americans.
Fashion and beauty brands have also jumped on the trend. Maybelline, for instance, is promoting its bestselling Sky High mascara as the ideal product for achieving a demure eye look. EC site SSENSE, known for its stylish presentations, showcased a look from CHOPOVA LOWENA, styling it as a demure workwear option.
The trend is not confined to fashion and beauty. ‘VOGUE BUSINESS’ published an article delving deeper into the “demure” trend, highlighting its potential influence on workplace communication. Steph Yotka, content director at SSENSE, believes that “demure” represents a shift towards prioritizing thoughtful conversation in the workplace. She states, “When editors are reacting to a trend and I hear them joking about it in team meetings, it signals to me that it’s something important to cover. In a world with hundreds of viral trends and moments, it’s about picking what’s useful.”
The trend is even extending into the lifestyle and travel spheres. Airbnb has unveiled its list of “Airbnb’s Most Demure Listings”, showcasing properties that embody this newfound emphasis on a more understated and refined experience. While the list primarily features properties in the United States, there are plenty of demure destinations in Japan that are perfect for an autumn getaway.
One such option is “DAICHI ISUMI”, a one-bedroom rental property with a stunning open living space, designed by architect Makoto Tanijiri. The property is located in Isumi City, a mere 90-minute drive from Tokyo. It features an infinity pool overlooking the Isumi River, a Finnish sauna, and breathtaking natural scenery, perfect for relaxation and rejuvenation.
For those seeking a secluded weekend escape, “SANU CABIN MOSS” in Kita-Karuizawa offers a unique experience. SANU, a company committed to providing “living with nature”, offers a subscription-based second home service. They have 21 locations across Japan, from Hokkaido to the Amami Islands. “SANU CABIN MOSS” in Kita-Karuizawa is their latest addition, launched this summer. This cabin is a perfect choice for those seeking a tranquil retreat from the hustle and bustle of city life.
As we head into autumn, the demure trend signals a return to a more refined and elegant style, reflecting a desire for a more mindful and thoughtful approach to life. While this summer might have been filled with the rebellious spirit of #brat, the end of summer marks a subtle shift towards a more demure approach, embracing a sense of quiet sophistication.
