Truly support
independent journalism
Our mission is to provide unbiased, fact-based reporting that holds the powerful to account and exposes the truth.
Whether it's $5 or $50, every contribution counts.
Support us in offering journalism without agenda.
The summer of spoiled girls has had its day: now it's time to be “very modest, very aware.”
Charli XCX, the artist behind the aforementioned album, described Brat as a “pack of cigarettes, a Bic lighter, and a white strappy top with no bra.” Brat’s summer featured a brazen, hedonistic, happy, braless young woman. However, this carefree, messy aesthetic is now dated – she’s categorised somewhere between 90s ladette culture and 2000s recession pop.
TikTok creator Jools Lebron, who has over 1.7 million followers, recently went viral when she posted a satirical video detailing her “modest” and modest makeup in the workplace.
“See how I do my makeup for work? Very demure, very conscious,” Lebron says, “I don’t come to work with a green crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very conscious while I’m at work. See how I look very presentable? The way I come to the interview is the way I come to work.”
The comments went viral and the new ironic trend on social media has become a lifestyle: people now quote the phrase while eating, putting on makeup and getting dressed for the day.
The modest movement is a humorous evolution of other social media trends, such as the “clean girl” aesthetic and the “traditional wife” movement, which promote wholesome hobbies and a carefree, hyper-feminine style.
“The trend is calling for a return to a more thoughtful, understated style of dress,” says Glow Bar London fashion expert Fausta Urte Geigaite. “It’s a nuanced movement that celebrates subtlety over ostentation, aiming to project an image of thoughtful elegance.
“This aesthetic is represented by figures such as Emma Watson, who combines her advocacy of sustainable fashion with a style that is both elegant and understated.”
The demure, conscious trend nods to the evolution of understated, luxurious style. As seen on the autumn/winter catwalks of labels such as Saint Laurent and Vivienne Westwood, next season’s style promises to focus on timeless, refined pieces with a feminine edge. Bow blouses, tailored skirt suits and traditional checks straight out of Princess Diana’s wardrobe are key pieces for autumn.
“Soft neutrals work best as they keep the look understated, while materials like silk and wool add a touch of luxury,” says Clogau jewellery expert Ben Roberts. “It’s definitely about quality, not quantity.”
“A crisp white shirt and a versatile midi skirt or well-tailored trousers are a must for this trend,” says Geigaite. “As for accessories, choose pieces that complement the outfit rather than overpower it: simple leather belts, discreet earrings and perhaps a classic watch. Footwear should be comfortable but stylish, such as loafers or soft ankle boots.
“This aesthetic seeks to create a visual dialogue between simplicity and sophistication, where each piece communicates a deliberate choice towards conscious consumption and refined taste.”
This conscious, modest trend may seem inhibiting compared to the freedom of brat summer, but the demure, understated style actually embodies positive images of self-love, self-care, and resilience. It’s no coincidence that icons of the aesthetic tend to be independent trailblazers in their own right, from former first lady Jackie Kennedy to businesswoman and actress Gwyneth Paltrow.
How to get the look
Sister Jane Dream Wind River Blouse, £110
Textured Square Buckle Belt from Mango, £17.99
Reiss Shae Taper Skinny Linen Trousers, £50 (was £128)
New Look Tan Faux Fur Trimmed Loafers, £19 (was £27.99)
Beaverbrooks Mother of Pearl Clover Silver Bracelet, £115
