TikTok trends taking over interiors might sound odd but when the influencer Jools Lebron shared a satirical video on TikTok earlier this month detailing her “very demure, very mindful” workplace style, she couldn’t have known that it would reach more than 35 million views in two weeks and spark a viral trend that is now tricking into the home. The meme, which has taken social media by storm around the world, may have its roots in fashion and beauty – but it’s also surprisingly relatable to interiors. If any of the following applies to you, you’re already nailing it.
1. You prefer a neutral palette to look-at-me patterns
The maximalism trend may be joyful and uplifting, but it has no place in the demure home.
That’s not to say you’re bland or dull; but if you’re going to use a patterned wallpaper, you’ll probably limit it to the inside of a cabinet. Likewise, any (understated) patterned fabrics will be tonal, and kept to the odd scatter cushion. Scandi chic is more your vibe, and leafy house plants are the only decoration you need.
2. You favour under-the-radar brands
Sure, an Hermès Avalon cashmere blanket draped over the arm of a sofa signals a certain fashion nous (and access to a certain level of budget).
But you’d rather shop from a less obvious source. It’s not that you don’t want to spend on quality, more that you like to support a brand that will give your home more authenticity; cashmere brand Oyuna, for example, works with Mongolian nomads to produce its blankets and throws, and is committed to sustainability and preserving the nomadic culture. Very mindful.
3. You invest in antiques rather than design classics
You can see the appeal of a Noguchi lantern or a Kagan sofa, but you prefer to furnish your home with something humble that’s been passed down through your family – or, failing that, something you’ve picked up from a local junk shop or flea market that could pass for a family heirloom.
4. You’re all about sustainability
Being mindful means, of course, being mindful of the planet too. There are no chemicals in your cleaning products – in fact, you find in most cases vinegar and baking soda will do just fine – and any plastics to be found in your home will be of the recycled-plastic-waste variety.
5. You’re not a fan of iconic scents
Not for you the giant five-wick designer candle with the instantly recognisable (and expensive) scent, placed casually on the hall table. You’d rather fragrance your home with something more understated and out of sight: perhaps a motion-sensor electronic diffuser that subtly puffs out a little scent when someone walks by; or a bowl of fragranced volcanic lava on the end of a shelf. Most likely, you’ll have crafted the scent yourself from your own (tasteful) blend of essential oils.
6. You drink from tumblers
Having different glasses for different types of drinks just makes a mess of your glassware cabinet. You like a stackable, stemless clear-glass tumbler that works for water, juice, wine or cocktails, and you buy it in bulk. Very understated European chic, too.
7. You’re fussy about flowers
You adore flowers, as long as they’re white; no hot pink peonies or red roses will cross the threshold of your home. You’ll allow the odd faux bloom; but only if it’s tastefully made from sustainable materials.
8. You’re over the matchy-matchy tablescape
There’s something about the perfectly curated and executed, Martha Stewart-style tablescape that you find a bit exhibitionist. You don’t go in for superfluous table decor – you like to serve your guests using artisanal, hand-painted earthenware plates that you brought back from a trip to Portugal or Provence, and raw linen napkins tied with twine. Simple, modest; very demure.
