While Brat will surely go down as 2024’s most iconic hot girl summer vibe, we’re entering a new(ish) era that probably popped up on your FYP about… a week ago. And let’s just say, it has everyone (yes, including us) hooked.
If you asked a random chronically online stranger: “Hey girlie, what’s on your FYP right now?” you won’t hear them say crypto (no comment) or Brat anymore.
Instead, they’ll start referencing the latest TikTok trend that everyone’s been saying: “very demure, very mindful.”
This trending audio, with over 6,000 videos (and climbing), has likely graced your FYP in various forms—whether it’s someone elegantly munching on a club sandwich, girlies perfecting the clean girl aesthetic for corporate life, or, most notably, fashion TikTok embracing modest fashion.
And it got us thinking: Is this the resurgence of the modesty era?
Let’s be clear—modesty in fashion has never really gone out of style. It’s been here all along, holding its ground. But here’s where things get interesting: It’s not just that modesty stayed relevant; it’s that the Arab girlies were the ones who kept it alive and thriving. They’ve been owning the demure look from day one.
So, what is the trend?
While you’ve probably been dropping the phrase non-stop over the weekend (same, btw), not everyone knows its actual meaning. But it’s a great question to ask. According to our friendly neighbour Google, “demure” is an adjective typically used to describe someone or something as reserved, modest, and shy.
If your first thought was “classy and chic,” you’re spot on. Because let’s be real, we know how TikTok works—once a phrase catches on, it’s applied to anything and everything. But what’s the context?
Jools Lebron, a makeup TikToker, casually took to TikTok to discuss how she keeps things demure, cutesy, and mindful at work. “You see how I look very presentable? A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I’m very modest,” she said.
Now, thousands of creators are jumping on the bandwagon, embracing the “demurity” of it all. The most recent take? Fashion.
Arab girlies did it first
“Demure” has always been deeply rooted in Arab culture, whether in lifestyle or fashion. So, when Jools, the brain behind the new iconic sound, turned what seemed to be a joke into a full-on lifestyle, it shook everyone to the core. Because hello? It’s a total vibe.
Of course, this isn’t the first time we’ve seen TikTok trends disappear and resurface in a completely new light. Much like the faceless fashion content that Arab girls have been creating for years, which later got gentrified by others as the “new marketing” strategy.
In today’s world of chronically online users—*cough* Gen Z—where the fashion zeitgeist reigns supreme, one thing’s for sure: Arab girlies have been the trailblazers of modest fashion. Take Fatma Husam, for example, who’s been serving up demure fashion inspo to her 815,000 followers for nearly a decade. She’s been showing us how to nail the look long before it became a trend.
And now that everyone’s fixation is on demurity, especially #fashiontiktok trying to replicate the energy and show us what we’re supposed to wear, it’s important to remember—newsflash, this is awkward—Arab women pioneered the aesthetic, bestie. And they’ve been doing it since forever.
The OG Demure girlies you need to follow
Yara Alnamlah
The girlies know who to follow for modest fashion inspo, and at the top of the list is resident It-girl Yara Alnamlah. Trust us when we say every Arab girlie follows her fashion sense to the T.
Instagram: @yaralnamlah
Fatma Husam
Long before “it-girl” became a thing, Queen Fatma reigned supreme for all things modest fashion. The OG’s of OG’s, Fatma has been sharing her style with her followers for nearly a decade. Truly a girl for all things luxe and demure.
Soha Taha
We love a girlie who splashes a bit of colour. And Soha proves she’s worth the follow with her daily outfits. From classic co-ords to the most stunning dresses, she’s your girl.
Hodan Yousuf
Okay, you’ve definitely seen her TikToks in your FYP. A girl who loves modest fashion with fun extras and who makes sure to serve each look, is Hodan Yousuf. She devours each piece of demure clothing with a little ✨sprinkle✨. Iconic.
Instagram: @hodanyousuf
Manaal Alhammadi
Designer by day, influencer by night, Manaal knows how to bring her A-game style to your feed. Like, have you seen her neutrals? On-point. Abaya’s? Already on the wishlist bestie.
Instagram: @manaalalhammadi
Now you need to know these very demure brands the cool girlies know
Tash
This one is for modest girlies who like to experiment with being cool. They offer your usual take on modest fashion with a chic and impressionable twist with prints and even 3D flowers.
Feeya
Maybe girly core might suit you better? Feeya knows how to serve lewks with their cutsey collections, from summery florals to minimal modest kaftans that are simply demure.
Oui Dubai
Throw in a little elegance and colour and you get Oui Dubai. A Dubai staple modest fashion brand with a love for making its customers reach astronomical confidence, definitely our cup of tea.
Qamara
A premium spin on modest fashion can never go wrong. Just ask Qamara, an Emirati-led abaya brand that makes your ‘fit pop with luxe. Very chic, very demure.
ICYDK either, Arab women also started faceless content. Read more here.