'Very demure, very mindful' dresses from homegrown labels we are loving right now

Born out of a satirical video, demure dressing trend is taking over the internet!

Sep 02, 2024 | by Akanksha Narang

Traditionally, we waited for the latest collections of top-tier designers to find out which fashion trends will dominate the season. From fashion weeks to red carpet events, if you didn’t keep your eyes peeled for these, you’d probably be living in the dark. While we still do that today, because that’s where the true art lies, we have another source that sets trends and makes them viral. And these style trends are emerging out of big cultural moments! First brat, and now there is an anti-brat trend that’s been born out of a video by creator Jools Lebron. She even popularised the catchphrase, ‘very demure, very mindful’ which is widely associated with the trend now.

For the uninitiated, demure dressing isn’t meant to tell women to dress modestly. In fact, it’s rather a satirical take on the gender-based expectations society imposes on women. Demure dressing is all about sophisticated and modest clothing, preferably in earthy, soft, and neutral hues. And while it’s touted as anti-brat, because it’s the opposite of it, who says you cannot do both? These culture-bred trends leave room for versatility, as you can be a brat one day and demure the other. You can choose to be loud and maximalist or go minimalist. The point is, women need to not be put in boxes or be single-dimensional personalities. You are multi-faceted—you’re both responsible and wild and the world just needs to keep up.

So when you’re in the mood for something demure, here are our picks from the best of homegrown labels in India. Very demure, very mindful!

Mellowdrama Beige Check Dress, ₹16,100