The ‘demure’ trend has magically appeared on social media platforms and sparked a cultural conversation.
The viral spread began with beauty influencer Jools Lebron, who posted on Aug. 5, 2024, about doing makeup for work in a “modest and respectful” way. She also likes to use the words “cute” and “classic,” Lebron (who is a transgender woman) told ‘CBS Mornings.’
“Your modesty is what it means to you. It’s being mindful of the people around you, but also yourself and how you present yourself to the world.” It’s a tongue-in-cheek aesthetic that’s all the rage right now. So as we wrap up the 2025 Resort season, here are 10 looks that are “very modest, very thoughtful, very classic, very cute.”
Adeum: Designer, Hanako Maeda
Look 3: A light pink wool turtleneck and a tulle skirt with beige platform Mary-Janes.
Armarium: designer, Giorgia Gabriele
Look 5: A beige brushed cotton jacket with a zip and skinny white pants. Red slingbacks with an elongated square toe completed the look.
Zuhar Murad
Look 3: A satin blouse with a sage green pattern, a shawl collar and matching wide-leg trousers and the same in white on the left.
Alejandra Alonso Rojas
Look 12: A long satin dress with a shawl collar and long sleeves in ‘Yves Klein’ blue. Silver earrings and blue satin pumps completed the look.
Ferrari: Designer, Rocco Iannone
Look 38: An ankle length dress with a sarong bow in the front in beige and a sketched horse print in blue. Accessories included silver jewelry, mirrored sunglasses, a small olive green handbag and silver sandals.
Bibhu Mohapatra
Look 8: A grey-tone printed dress under a matching collarless coat was shown with black leather gloves, black stockings and orange sandals.
Victoria Beckham
Look 9: A dress with a deep V-neck knitted top in aubergine and a wrap skirt with a slit in mint green. A structured handbag in aubergine pressed leather and light blue caged sandals completed the look.
Luisa Beccaria
Look 14: A long tea dress with intricate embroidery and light pink double-strap platform shoes.
Givenchy: Designer, Susanna Venegas
Look 7: A short coat with a large bow at the neck and a checked pattern, combined with leopard print Mary Janes.
Elie Saab
Look 13: A white knitted jumpsuit with a black polka dot print, four pockets and large buttons was shown with a handbag in white leather and the same knit fabric.
