You won't be surprised to learn that TikTok trends are having a huge impact on interior design trends of late. From colors du jour to styling hacks and remodeling do's and don'ts, there's a lot to learn from those viral videos.
However, unless you're chronically online like me, you would be forgiven for thinking what is this "demure" trend? And why am I suddenly seeing everyone describing things, including their homes, as very demure and very mindful?
Fret not, because I (alongside some TikTok-savvy interior designers) have officially debunked the trend for you in an attempt to explain how this TikTok trend has made its way into the interior realm. Here, I show you how to be more demure with your decor to create timeless, serene, quietly beautiful spaces.
What Is The Viral Demure Trend?
While it might seem like a stretch for a tongue-in-cheek TikTok video to send a ripple through home decor trends – that is genuinely the case here. TikTok creator Jools Lebron started the trend with a satirical video where she describes her demure and unassuming make-up for work as "very demure, very mindful". That video has now surpassed 35 million views.
And the whole thing has snowballed into a movement, a lifestyle, and an aesthetic that is influencing the way we dress, do our make-up, and style our homes.
Perhaps in response to the equally viral "clean girl" aesthetic, a demure interior design style focuses on subtle and understated sophistication, much like the quiet luxury trend. 'Spaces that feel soothing, warm, welcoming, and collected over time are the most demure and mindful,' explains Molly Torres Portnof of DATE Interiors.
How To Be Very Demure With Your Interiors
1. Look to timeless style – not trends
While this might sound counterintuitive when discussing a trend, at its heart, a demure home follows a timeless principle.
'I love to see the design world reimagining the traditional concept of demure with a fresh and inspiring take on it,' says interior designer Emily Brown, founder of Emily Lauren Interiors. 'The key to a demure interior lies in intentionality. It's about creating spaces that are not only visually appealing but also functional and meaningful.'
The best advice you can take away from the demure trend is that you want your home to feel authentically you, without jumping into trends and passing fads. Take time to hone your personal style with pieces that have been collected over time and always consider first if something really works for your space.
2. Stick to soft colors
In order for your home to feel comfortable and refined, a pared-back color palette of soft hues works best.
'Understated and refined, demure decor is perfect for a bedroom or living room design scheme where relaxation is key,' suggests Helen Shaw, director of marketing at Benjamin Moore. 'Opt for a warm neutral such as Chantilly Lace OC-65, Hazy Skies OC-48, or Steam AF-15 for a delicate and elegant base color. Then elevate with layers of texture: dark woods, tactile bouclé textiles and sleek stone surfaces such as marble and quartz complete this transitional look.'
Designers are drawn to a base of neutrals layered up with gentle de-saturated, timeless colors and prints for a look that won't age. In order to dial up the warm and romantic ambiance, steer clear of harsh overhead lighting from the big light and instead focus on wall, floor, and table lamps and candles.
'Lighting is crucial in a demure interior, where the aim is to create a warm, inviting atmosphere,' adds Mara Rypacek Miller, founder of Industville. 'Natural light should be maximized, while artificial lighting should be kept soft and ambient.'
Cordless, portable lamps are such a genius invention. Pooky, the famous British lighting brand, is now stateside and has a full range of rechargeable lamps and sconces like this Reed lamp paired with a handmade marble shade.
Nothing says timeless like this triple sconce from McGee & Co. Featuring linen pleated shades, with 3 antique brass arms in a traditional style - perfect for a cozy corner.
Made from robust marble, this sleek yet rugged lamp base is the epitome of elegance and can be paired with different shades to suit your style. Bearing the hallmark of superior craftsmanship, this lamp guarantees longevity and enduring appeal.
3. Be modest with your decor
Try not to do too much with your decor and accessories. Find a home for things that don't need to be seen, give your spaces a de-clutter, and be mindful with your belongings. But – give yourself grace, a home is for living and we don't want our rooms to feel empty.
'It's crucial to remember that demure doesn't mean impersonal,' Emily Brown adds. 'Fill your space with personality by incorporating collected art, vintage finds, or special pieces you found during your travels. A demure interior should tell a story, reflecting the unique character of the people living there.'
'Ultimately, demure design is about balance. It's about creating spaces that are both calming and inspiring, sophisticated yet inviting. It's a style that allows for individuality to shine through while maintaining a sense of meaningful, timeless beauty.'
4. Shop mindfully with second hand pieces
A crucial element of the demure trend is to be conscious of how you are sourcing pieces for your home. Creating a softly eclectic space by mixing new and old with antiques and thrifted pieces, is in fact, very mindful of both the plant and your wallet.
According to TikTok creator Kelly (@deepylmadlymodern) 'Shopping secondhand, very demure, very cutesy. Doesn’t matter if you found it in the trash, very mindful,' she says in her latest video.
Emily Brownell, of Gilded Hearth Interiors, loves to work with vintage in her designs. 'For a more demure look try sticking with classics but with a twist,' she suggests. 'To bring in that demure feel pair your new with your old. In our Tarzana Project [see the 1950s remodel tour here] we added a vintage cabinet to add character and give a sustainability factor into the design. I would say there is nothing more demure than saving our resources and that is as easy as shopping vintage.'
5. Mix prints and textures
Granted, this is quite a minimalist design aesthetic but that doesn't mean we can't play with patterns, prints, and textures. A demure home might focus on pared-back color palettes and an unassuming approach to decor, but that doesn't mean it is a less-is-more case.
'When I think of the word 'demure' in relation to interiors, I think of a look that's fairly traditional but with a youthful twist—many classic and timeless silhouettes coupled with light and feminine color palettes and patterns,' Kathy Kuo explains. 'As with any trend of the moment, it's always best to see where you can find the timeless elements and with the 'demure' moment du jour, I would look to floral patterns, chic European-inspired silhouettes and details, and fabrics that not only feel luxurious but are designed to last!' Very mindful indeed.
Emily Brown agrees, saying: 'Layering in soft textures like velvet, linen, and silk, combined with subtle small patterns like stripes or florals, adds depth and interest without overwhelming the space. High-quality materials are essential to achieving a luxurious feel. We like to use unlacquered brass or polished nickel, natural wood finishes, and quiet natural stone.'
Lulu & Georgia's fall 2024 collection is awash with demure florals and prints that have a low-key appeal. The simple floral motif of the Poiret collection can be seen across wallpaper, bedding, lighting, and decor.
A vintage rug gives big demure energy. Faded and lived-in, this entirely handmade hand-knotted Turkish rug is one-of-a-kind and makes a lovely centerpiece for your space.
With a light and neutral color palette, the intricate floral-meets-stripe pattern of the Nettles Pillow Cover brings subtle beauty to your sofa vignettes. Made from 100% linen, the block-printed pillow cover is in high demand.
While most viral trends tend to be a passing fad, demure interiors seems to be the exception to that rule. Offering a timeless aesthetic, demure style is about investing in pieces (both new and old) that will stand the test of time, feel quietly luxurious, and live-in. Will you be embracing a very demure, very mindful home?
