"Quietly and Neatly Stylish"... 'Deumyu Look' Born from Meme [Youth Report]

De Muer, a French word meaning calm and quiet
Characterized by creating a natural atmosphere

Recently, the demure look, which pursues a calm and comfortable atmosphere, has become popular among young people. 'Demure' is a French word meaning modest, calm, and quiet. The demure look is characterized by creating a natural atmosphere with neat clothing that is not excessive, using minimal designs and subdued colors.

"very demure, very mindful"... The demure look born from a meme

'Demure' is a term that gained attention when TikToker Jools Lebron posted a video titled "How to maintain a demure attitude at work" last August. In the video, Lebron said, "Can you see my work makeup? It's very 'demure.' Also very mindful. I don't wear green eye makeup to work. I try not to look like a clown." In particular, Lebron used the phrase "Very demure, very mindful" in the video, which became a kind of meme and spread to the fashion and beauty industries.

TikToker Jules Lebron, who popularized the term 'Deumeur.' [Image source=TikTok]

Recently, the main keyword in the fashion industry can be seen as 'classic.' Just as last year the trends of 'quiet luxury' and 'old money look' were popular, this year there is also a high preference for calm looks instead of bold logo play. It emphasizes detailed elements that can only be noticed upon close inspection and neat styling that does not look outdated even after many years.

While the old money look and the demure look both pursue a classic atmosphere, they show differences when examined closely. While the old money look seeks an elegant atmosphere and formal style, the demure look is characterized by a calm, natural, and comfortable fit. The core of the demure look is a preference for classic yet comfortable styles that do not follow fleeting trends.

Demure look favored by celebrities like BLACKPINK Ros? and Lee Cheong-ah

BLACKPINK Ros?. [Image source=Instagram]

In Korea, celebrities who frequently wear the demure look include BLACKPINK's Ros?, actress Kim Go-eun, and Davichi's Kang Min-kyung. They showcase a natural demure look by matching items in calm colors that highlight the autumn atmosphere. In particular, Ros? creates a neat and comfortable mood by wearing a jacket in subdued colors, denim, and brown loafers. She shows the charm of the demure look that is comfortable and understated while emphasizing the autumn vibe.

Loafers are considered a representative item that completes the demure look. In this regard, the fashion platform W Concept recently revealed that sales of 'women's loafers' have increased due to the influence of the demure trend. From the 10th to the 23rd of last month, both sales and search volume for women's loafers increased by 40% compared to the same period last year. As shoes become an element that differentiates fashion in the demure look, which pursues a calm and comfortable atmosphere, loafers are gaining more popularity among women this fall.

Amid the demure craze... "A calm attitude also helps in work life"

[Image source=Pixabay]

As the demure craze continues, foreign media have said that a 'calm attitude' can also be helpful in work life. On the 24th (local time), the New York Post introduced ways to incorporate the demure craze into work life in an article titled "How to incorporate the demure craze in the workplace," explaining how to maintain composure at work. The media stated, "Lebron's demure-related video has recorded 53 million views, sparking a craze for creating a calm yet sophisticated image."

Avery Morgan, Communications Director at the academic support platform EduBuddy, also mentioned the demure craze, saying, "A quiet and calm attitude can actually be helpful at work." She added, "A calm attitude allows you to maintain composure even under pressure, which can have a positive effect."

Morgan also emphasized, "Overly dedicating yourself to the company can lead to burnout and actually decrease the quality of work. Instead, focus on projects that align with your strengths and goals." She added, "By working smarter, not harder, you can have a greater impact with less effort."