There’s a subtle shift in office fashion for the anti-fashion generation Z that’s shifting from the “bold and daring” to a “very demure, very mindful”— a defining moment for style-conscious professionals. The viral catchphrase originated from a 40-second TikTok video by beauty influencer Jools Lebron, who identifies as a transgender woman and captures the essence of this aesthetic. In her words, “You see how I do my makeup for work? Very demure. Very mindful. I'm very mindful while I'm at work.” (SIC)
Her message resonated deeply, particularly with Gen-Z constantly seeking ways to express themselves through fashion without compromising professionalism. And, now celebrities like Jennifer Lopez, Anne Hathway, and Penn Badgely have endorsed this phrase with their versions. At its core, the “demure and mindful” trend embraces a refined, understated aesthetic that balances personal expression with workplace decorum. And, here’s what young fashion experts have to say.
Creative Canvas
This approach allows for a quiet confidence that speaks volumes without shouting. For those who fear that modesty might equate to monotony, the demure trend offers plenty of room for creative expression. Udita Bansal, CEO of homegrown fashion label trueBrowns, sees this trend as a refreshing shift towards simplicity and subtlety. “It’s about choosing pieces that are not only modest and elegant but also thoughtfully curated to reflect one’s style while adhering to professional norms. Imagine pairing a crisp white shirt with high-waisted trousers in a vibrant colour, or layering a simple kurta with an oversized blazer for an unexpected twist. Accessories, too, can add a quirky touch — statement earrings or a bold belt can elevate a look while maintaining the demure aesthetic,” points out Udita.
Mindful Dressing
This trend is an interesting paradox for Gen-Z, known for their boundary-pushing and bold fashion. But it’s not a restriction, believes Panya Gupta, founder of the label Phue. Reviewing the demure trend as a modern re-interpretation of what appropriate workwear can look like, she says, “The look typically implies modesty and subtlety, focusing on understated elegance, while ‘mindful’ dressing reflects a conscious approach prioritising sustainability and ethical choices. Imagine relaxed blouses, midi skirts, tailored pants, and oversized blazers in breathable fabrics like cotton, linen, and silk. Accessories can be simple but meaningful, like a handcrafted necklace or a recycled bag.”
A thoughtful approach to experiment in a professional setting, the trend is a fresh take on creating a balance between individual expression and being considerate at work. Pari Choudhary, founder of Bunaai, re-imagines the look for fashion rebels at work and shares, “Add vibrant prints into a well-tailored kurta with contemporary cuts, or opt for a cotton suit set adorned with traditional embellishments but paired with quirky accessories. Tailored co-ords with ethnic details and trendy cuts can add a unique flair while staying true to modesty. These style choices reflect a mindful approach to dressing adhering to workplace norms.”
Fresh take on workwear
The demure moment is the rejection of overly expressive, maximalist styles that have dominated recent years. As Shivang Chandana, founder of the label Past Modern, explains, “To be demure and mindful is to be unassuming. A demure and mindful look for office is refined and exudes confidence without rubbing it in someone’s face. I do not find it ironic but rather driven by the intent of balancing the quotient. Expressive, maximal fashion began as a micro trend and eventually spread like wildfire expanding the niche
to a wider audience. Akin to how a pendulum swings back to the opposing direction; after a ‘brat’, expressive summer it felt like a niche community of minimal aesthetic lovers ready to express their take on demure looks.”
On the other hand, Pooja Malhotra, founder of fashion label Power Sutra, interprets the trend with tailored pieces, refined cuts, muted tones, and minimal accessories for young office-goers. Pooja recommends, “For the anti-fashion generation, “demure” doesn’t have to mean dull. It can be reimagined with bold, quirky twists — like pairing a tailored blazer with an unexpected pop of color, a patterned blouse under a classic pencil skirt, or adding unique accessories like statement earrings or playful shoes. Think structured silhouettes with a hint of rebellion — like asymmetrical hemlines, oversized yet sleek trousers, or layering with playful prints.”
Minimalist beauty:
Makeup, too, plays a crucial role in achieving the demure and mindful look. If you consider beauty trends, it is an elegant version of the clean girl aesthetic, informs Bonish Jain, founder of PAC (Professional Artist Cosmetics). He says this trend is about looking sophisticated yet simple, with nothing over the top, and adds, “Makeup is one of the most commonly used mediums to express oneself. However, with the rise of the ‘demure’ trend, Gen Zs have soon made it known to the whole world that less is more. What constitutes a 'demure and mindful' look for a work environment would be sticking to very neutral or muted makeup looks — alternating a brow liner instead of dark black kohl, or using peachy subtle blush instead of poppy pink.”
