The Kurator’s top picks for mastering Autumn’s key trend

After a summer of bold “brat” energy, autumn is embracing a more polished vibe with the “demure” trend. What started as a playful jab at traditional femininity has taken TikTok by storm, thanks to influencers like Jools Lebron, who popularized the phrase “very demure, very mindful” with her witty takes on refined office style and makeup.

The “demure” trend is all about understated elegance. It’s time to swap out flashy looks for more refined choices—think tailored blazers, soft makeup, and minimalist accessories. And it’s not just for one gender—this trend is for everyone, offering a sophisticated way to look polished and confident.

Ready to embrace the “demure” trend? The Kurator has curated top picks for both men and women to help you perfect this sophisticated style. From bold yet elegant silhouettes to sharp co-ords that keep you feeling put-together, sleek loafers, and other thoughtfully chosen pieces, we’ve got everything you need to achieve that "very mindful, very demure" look.

Our "Men's and Womens Picks:"