It is amazing how one word can completely set the tone for a season. For this summer it was “brat” and we enjoyed it. We wore our neon green, we brought back tube tops and trucker hats, we partied and we listened to Charlie XCX like it was our job. Brat summer was the perfect antidote to two years of TikTok emphasizing and enforcing the “clean girl” aesthetic which emphasized spending hours a day exercising, concocting the perfect green juice and wearing makeup so it looked like you weren’t wearing makeup. It was exhausting.
Brat summer was a great relief. A chance to be a teenager again, and a rebellious one at that. But now summer is coming to an end and we need to get back to business and a new word. For the upcoming fall season, that word is demure and we are pumped (but in a mindful and calm way.)
In case you didn’t know content creator Jools Lebron was the one who coined the term. She posted a series of videos on TikTok about how to look “demure” at work in early August, including one in which they said, “See how I do my makeup for work? Very demure, very mindful.” And then TikTok worked its magic and a word took on a whole new meaning and is now being discussed on news shows and magazines.
But what does demure truly mean? And how can we apply it to our lives?
In the aesthetic sense, it is similar to quiet luxury. Picture a perfect blend of Carolyn Besette-Kennedy cool girl minimalism with the primness of Charlotte York.
Lots of layering, long skirts, minimalistic handbags and classic pieces.
The fashion rental app By Rotation has seen a significant uptick in searches for demure. Founder Eshita Kabra-Davies told Refinery29, “I see the ‘demure’ trend as incorporating an air of elegance and modesty into everyday dressing, looking more towards soft tailoring and muted colors.”
The app now even has a “demure edit.”
Some items to include in your capsule demure wardrobe include:
Boucle jackets are always so chic and so Parisian. J.Crew has cornered the market in these with their lady jackets and they have a great variety like this one in cream.
Kitten mules like these ones from MANOLO BLAHNIK Maysale 50 buckled suede mules in burgundy.
Brown will be the colour of fall and brown satin is just oh so demure. These brown ones from Vince will do the trick.
Lace is back this fall but don’t worry. You won’t feel like some creepy Victorian doll with these new designs. This is lace but in an understated way like trimming these slip dresses and tops from J.Crew. Add a long trench and sunglasses and you are a statement of chic.
But the demure sensibility doesn’t just have to apply to fashion. It can be applied to many aspects of life including travel and work.
In addition to demure behaviour on the flight demure destinations are more focused on wellness and rejuvenation than partying on a yacht. Here are some demure trips you should consider for this fall.
Abi d’Oru Beach Hotel & Spa, in Sardinia, Italy
Nestled in the renowned Blue Zone, Abi d’Oru Beach Hotel & Spa is an independent, family-owned five-star retreat situated on Marinella Beach in Porto Rotondo, Sardinia. Since 1963, this sought-after destination has welcomed guests from May to October. It’s conveniently located just 20 minutes from the airport, with a short 1-hour flight from Rome, Venice, or Milan.
The hotel offers a variety of rooms with stunning sea views, each adorned with Sardinian and Mediterranean decor. Among its features are six recently renovated Suites and Junior Suites, each named after notable figures from Sardinian history and culture, complemented by curated guided excursions. Guests can enjoy a selection of three restaurants and three bars, as well as a host of memorable experiences. These include rejuvenating spa treatments, mermaid classes, Vespa tours of Porto Rotondo, yoga retreats, sailing, snorkelling, dolphin watching, cooking classes, and excursions to local islands, wineries, and farms.
The Rockaway Hotel + Spa in Rockaway New York
The Rockaway Hotel + Spa, an upscale lifestyle hotel open year-round in the heart of Rockaway Beach, NYC, is easily accessible by ferry, train, or car from Manhattan.
This November, the hotel is transforming its outdoor pool area into The Winter Pool House, complete with cedar barrel saunas, plush robes, cozy decor, and the outdoor pool available for invigorating swims. From November 13-17, The Rockaway Hotel will host Wellness Week, featuring morning and evening fitness classes led by top NYC instructors and studios, including Y7, Rumble, and Alex Cooley. Guests can enjoy curated health-conscious menus, wellness products, and more.
Badrutt’s Palace Hotel in St.Moritz, Switzerland
This one ends its season on Sept. 9, so you better get there soon. Guests can take the train from the Zurich Airport to see the beauty of Switzerland. Before arriving at the St. Moritz station, guests can request a private transfer in a Rolls Royce Phantom that was once owned by the late Queen Elizabeth II.
Stay within one of the 155 guest rooms and suites each with unique designs and layouts overlooking Lake St. Moritz or the village center. One of their most luxurious suites, the Hitchcock Suite, hosted Alfred Hitchcock over 36 times, and serves as the site where he wrote “The Birds” (Tippi Hedren is the epitome of being demure when everyone around you is getting pecked by birds. Her suit remained pristine until the third act.)
A taste of the new programming that debuted this summer includes hiking with huskies through the Engadin Valley, rafting along the Giarsun Gorge alongside well-loved activities like horseback riding, kitesurfing, glacier hiking and more.
The Weston in Weston, Vermont
This luxury boutique hotel is the epitome of calmness, mindfulness and just the essence of demureness. You will immediately feel at peace when you arrive. From the serene quietness of your pastoral surroundings to the incredibly generous staff to the cozy yet elegant guestrooms (nine currently but more are to be added), it is impossible to not feel restored here. And we have not even gotten to the spa or the dining yet.
The Farm is a new addition to The Weston, focusing on creating an exceptional food experience. Spanning 100 acres, it features a greenscape and a cutting-edge greenhouse dedicated to sustainable farming. They use eco-friendly techniques, so everything is grown without pesticides, synthetic fertilizers, or herbicides. Executive Chef Bretton Combs and farmer Antoinette Kessler are collaborating to grow seasonal vegetables, fruits, and herbs at The Farm, both indoors and out. Fresh produce from The Farm is delivered daily to The Left Bank, the hotel’s on-site restaurant, where it influences the seasonal menu and weekly specials. The Left Bank offers a unique take on French country cuisine, with dishes like red wine-braised Beef Cheeks, Confit de Canard, and Steak Tartare, all crafted from the freshest ingredients and served with exceptional service at an inviting price.
And then the inviting Le Spa at The Weston offers curated treatments designed to foster a profound state of holistic well-being, rejuvenation and inner healing. Facials, massages and add-on treatments are tailored to each guest, creating a personally bespoke journey that encapsulates the tranquil ease of the Green Mountains, providing each guest with precisely the rejuvenation they seek.
The Henson – Hensonville, New York
The Catskills continues to have its renaissance of hospitality and the delightful Henson is the latest addition. Opened just this past summer The Henson offers a peaceful escape in the charming hamlet of Hensonville, one of the Catskills’ hidden gems. The hotel, which has a history dating back to a 1918 postcard, has been revitalized by renowned chefs Jeremiah Stone and Fabian von Hauske Valtierra, known for Contra and Wildair in NYC, along with Ely and Danielle Franko, founders of The Hunter Houses.
Blending luxury with accessibility, The Henson is open year-round and features a herb garden, a creek for summer swims, and expansive lawns ideal for weddings and events. It’s dog-friendly and includes a private dining room for leisurely breakfasts and crossword puzzles, a roof deck with amazing views of Windham Mountain and Black Dome Valley, and 16 sunny rooms equipped with Casper mattresses, Marshall speakers, and Grown Alchemist products.
The signature restaurant, Matilda, offers a fine dining experience with dishes like wood-grilled oysters with bone marrow and Peter Luger-style bacon, all made with top-notch produce from New York State. With its mix of historic charm and modern comfort, The Henson is a great spot for a relaxing or adventurous Catskills getaway.
