Demure Aesthetic Takes Over Social Media

A new trend has emerged on TikTok, characterized by a focus on a "very demure" aesthetic. Influencers are showcasing their makeup routines with an emphasis on mindfulness and subtlety, promoting a lifestyle that embraces traditional femininity. The phrase "very demure" has become a catchphrase, with brands like Nars, Anthropologie, and Maybelline jumping on the bandwagon, the latter even playfully incorporating it into their marketing with the slogan, “Maybe it’s Maybelline, maybe it’s demure.” The trend has gained traction beyond social media influencers, with notable figures like former British Vogue editor Edward Enninful sharing the phrase in personal posts. Even the UK Met Office joined in, tweeting about the week’s weather as “very calm, very demure.” This widespread adoption suggests that the aesthetic resonates with a broader audience, reflecting a cultural shift towards more understated expressions of femininity. However, the trend has sparked discussions about its authenticity. Critics argue that the concept of being "very demure" may not align with the realities of modern femininity, particularly when juxtaposed with the more liberated and expressive "Brat summer" aesthetic that preceded it. The notion of demureness, they contend, is often at odds with the complexities of contemporary gender roles and identities. Ultimately, while the "very demure" trend captures a nostalgic longing for traditional femininity, it raises questions about its relevance and sincerity in today's diverse cultural landscape.