Demure to still rule this spring-summer season

The demure trend, referring to a style that emphasizes modesty, subtlety and elegance, is expected to continue through the spring and summer seasons both in fashion and beauty.

This trend, which began last year, incorporates refined, understated clothing and accessories that exude quiet sophistication.

“This spring, the demure trend, which became popular last year, is expected to continue in a more enhanced version. As minimalism becomes a trend across fashion, there is a focus on launching products that emphasize basic, restrained designs, calm colors and luxurious materials. Styling using sophisticated colors like mocha brown is also expected to attract attention,” said an official from W Concept, a local online fashion retailer known for offering a curated selection of contemporary designer brand products.

Demure styling began trending last year when the old money look made waves following fancy and bold styling such as Y2K, see-through and logo play trends.

Luxury brands such as Prada, Hermes, Tod’s and Jil Sander also presented minimalistic apparel for the spring-summer season.

Hermes, for instance, presented a casual yet classic look with a jumpsuit designed in a polo shirt style, while Prada presented sleek, urban styling with a minimalist shirt paired with jeans and casual pants.

Local SPA brands such as Mixxo introduced what it called a “ladylike” collection in line with the demure trend.

Inspired by the elegance of upper-class women of the past, this collection uses luxurious fabrics such as satin, suede and tweed to convey sophistication. It blends both vintage and modern sensibilities.

Key items include a creased satin blouse that highlights the waistline and a long skirt that flares just below the knee.

“In line with the ongoing demure trend this year, we aimed to offer a calm yet refined romantic ladylike look. We want women to feel like they are channeling iconic actresses like Audrey Hepburn in their everyday lives,” a spokesperson for Mixxo said.

The demure trend also expanded into the beauty scene as people turned to simple yet elegant beauty, focusing on naturalness and neatness.

Ably, a women’s fashion platform, has identified demure makeup as this year’s beauty trend. The trend, derived from an analysis of the winning products at the 2024 H2 Ably Beauty Awards, emphasizes the natural health of the skin over bold, glamorous looks.

This shift reflects the popularity of products that streamline makeup routines now focusing on minimalism and “the art of subtraction.” Demand is expected to grow for cosmetics that highlight the skin’s natural health with a smooth, dewy finish.

New makeup hashtags like #DemureMakeup, #LatteGirlMakeup and #CoquetteMakeup are emerging every day on social media.

Also, Pantone’s Color of the Year, Mocha Mousse, offers a blend of classic and modern sensibilities, making a significant impact on the beauty world. Mocha Mousse makeup looks were spotted on the runways of major 2025 spring-summer collections, including Saint Laurent and Isabel Marant. Embodying restrained, classic beauty, the color reflects the current beauty trends of quiet luxury and demure aesthetics.