“He behaves calmly and quietly”… The ‘Demuir Look’ was born from a meme [청춘보고서]

Demuir, French word meaning meek and calm
Characterized by creating a natural atmosphere

Recently, the Demuir look, which pursues a calm and comfortable atmosphere, has become popular among young people. ‘Demure’ is a French word meaning meekness, calmness, and quietness. A characteristic of the Demuir look is that it creates a natural atmosphere with simple, neat clothing, such as the use of minimalist designs and calm colors.

“very demure, very mindful”… The Demuir look born from a meme

‘Demuir’ is a term that became a hot topic last August when TikToker Jools Lebron posted a video titled ‘How to maintain a calm attitude at work.’ LeBron said in the video, “Do you see my makeup for work? It’s very ‘demuir’ and thoughtful. I don’t wear green eye makeup to work. I don’t want to look like a clown.” In particular, LeBron used the expression ‘Very demure, very mindful’ in the video, which became a kind of meme and spread to the fashion and beauty world.

Jules LeBron, the TikToker who popularized the term ‘Demuir’. [이미지출처=틱톡]

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Recently, the main keyword in the fashion world can be seen as ‘classic’. Just as the ‘quiet luxury’ and ‘old money look’ trends were popular last year, there is a high preference for a calm look instead of bold logo play this year. This means that emphasis is placed on detailed elements that can be seen only if you look closely, and neat styling that does not look outdated even as time passes.

The Old Money Look and the Demuir Look seem similar in that they pursue a classic atmosphere, but when you look at them in detail, there are differences. If the old money look is a look that emphasizes formality while pursuing an elegant atmosphere, The Demuir look is characterized by a calm, natural and comfortable fit. The key to the Demuir look is that it prefers a timeless, classic yet comfortable style.

The ‘Demuir look’ is also worn by celebrities such as Blackpink’s Rosé and Lee Chung-ah.

Blackpink Rosé. [이미지출처=인스타그램]

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Celebrities who enjoy wearing the Demuir look in Korea include Blackpink’s Rosé, actress Kim Go-eun, and Davichi Kang Min-kyung. They are showing a natural demuir look by matching items in calm colors while highlighting the fall atmosphere. In particular, Rosé wore a calm-colored jacket, denim, and brown loafers to create a clean and comfortable mood. It shows the charm of the Demuir look, which is comfortable and does not stand out while highlighting the autumn atmosphere.

Loafers are considered a representative item that completes the Demuir look. In relation to this, fashion platform W Concept recently announced that sales of ‘women’s loafers’ have increased due to the influence of the Demuir trend. For about two weeks from the 10th to the 23rd, both sales and searches for women’s loafers increased by 40% compared to the same period last year. It is analyzed that loafers are becoming more popular with women this fall as shoes have become a differentiating factor in the Demuir look, which pursues a calm and comfortable atmosphere.

Due to the Demuir craze… “A calm attitude helps you at work as well.”

[이미지출처=픽사베이]

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As the Demuir craze continued, foreign media said that a ‘calm attitude’ could be helpful even when working. On the 24th (local time), the New York Post introduced ways to stay calm at work through an article titled ‘How to incorporate the DeMuir craze into your work life.’ The media said, “LeBron’s video about Demuir recorded 53 million views, sparking a craze for creating a calm yet sophisticated image.”

Avery Morgan, head of communications at academic support platform EduBuddy, also mentioned the Demuir craze and said, “A quiet and calm attitude can actually be helpful in the workplace.” He added, “A calm attitude can have a positive impact by allowing you to remain calm under pressure.”

Morgan also emphasized, “If you dedicate yourself excessively to the company, burnout may occur and the quality of your work may decrease,” and “Instead, try to work on projects that match your strengths and goals.” He added, “By working smarter, not harder, we can have more impact with less effort.”

Reporter Heo Mi-dam damdam@asiae.co.kr

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