Focus on a calm and serene attitude
Emphasizing a soft and natural atmosphere
Beige and brown tinges on an achromatic background
A true Demuir must be neat even on the inside.
Bottega Veneta“/>
The past few seasons, swept by Y2K, have been quite difficult for minimalists. It is also true that countless trends such as gofcore, blockcore, balletcore, and cogotcore, which were born from the huge stream of Y2K, have flooded and increased fatigue. However, the atmosphere is expected to change this season. This is because the Demeure trend, derived from the French word ‘Demeure’ meaning ‘quiet’ or ‘gentle’, has emerged like a relief pitcher to silence the noisy fashion world.
The Demuir trend started with a video by popular TikToker Jules Lebron. A 38-second video titled ‘How to maintain a calm attitude at work’ that he posted on TikTok last August garnered the sympathy of many people, garnering millions of views. Jules showed off natural makeup for work that was considerate of her colleagues, emphasizing that a calm and serene attitude can be true beauty. The expression ‘Very demure, very mindful’, which frequently appears in the video, became a kind of meme on social networking services (SNS) and spread into the fashion and beauty world. Regarding this, some say that it has attracted the hearts of the public and fashion people who are tired of the world’s excessive obsession with external factors.
So what exactly is DeMuir fashion? As the word implies, it means a calm and comfortable style. It is a similar concept to the quiet luxury and old money look that appeared last season in response to Y2K, but there are differences. While the Old Money look emphasizes elegance and formality, the Demuir look emphasizes a softer, more natural atmosphere. It will be easy to understand if you think of the fashion of Meg Ryan, who plays the role of Annie, a newspaper reporter in the movie ‘Sleepless in Seattle’. From the neat office look of walking around the streets of Seattle wearing a white shirt, midi skirt, and Mac coat, to the easy wear of a knit sweater, pants, and cashmere socks, the film shows off a ‘Very DeMuir’ style of clothing that emphasizes fashion and practicality.
The key to DeMuir’s styling lies in color. You can create a dull atmosphere by adding a drop of calm beige or brown color to the base of achromatic colors. As we pursue comfort, we avoid too tight a fit and minimize decorative elements, patterns, and accessories as much as possible to emphasize a neat and simple image.
In fact, even if it was not ‘Tik Tok’, the Demuir trend was already predicted. Many fashion houses, including Ralph Lauren, Max Mara, Bottega Veneta, Hermes, and Jil Sander, which are too numerous to list them all, have come out with Demuir looks with a decent vibe.
Max Mara, which retains classic elegance, is at the forefront of the Demuir trend by presenting a calm monotone look. Ralph Lauren, synonymous with classics, filled his collection with warm beige and brown colors, and Max Mara continued the mood by releasing officewear with a straight, minimal silhouette. The same goes for Jil Sander, the master of minimalism. The aesthetics of understatement were fully revealed with a simple jacket and maxi coat in a cozy knit set-up. Meanwhile, Bottega Veneta and Jason Wu continued the chic mood by presenting the most basic combination of shirt, slacks, and jacket. You can’t miss Hermes’ monotone suit, which elevates elegance with a soft turtleneck top, and Carben’s pieces, which led the Demuir trend with their urban color palette and relaxed silhouette.
Because of this situation, it seems that celebrities who have a reputation for dressing well have also changed their mood to a neat mood early on. Kaia Gerber, known as Gen.G’s role model, exuded the autumn vibe in a trench coat with a cardigan as an inner layer, while Pernille Tisbaek, a fashion stylist and influencer, wore a cinnamon brown colored knit cardigan and skirt. He showed off his unique DeMuir style. The everyday styles of Alexa Chung and Camille Sarie, who represent minimalism, are also being re-evaluated along with the Demure trend craze.
It is difficult to define a clear formula for the DeMuir trend. This is because it even contains the abstract concept of maintaining a neat attitude not only on the outside but also on the inside. What clothes suit me best? If you’ve been busy flaunting yourself with flashy trends, why not relax and take a break this fall/winter? In a ‘Berry DeMuir’ way.
Ahn Mi-eun, fashion columnist