Very Demure. Very Mindful. Conscious Dressing.

This is the tongue-in-cheek revival of modesty, sweeping across TikTok to redefine chic. Originating from a viral video by creator Jools Lebron, this aesthetic speaks to understated elegance and thoughtful consumption.

Forget ostentation; it’s all about soft hues, tailored silhouettes, and timeless pieces that whisper sophistication. Think pussybow blouses, classic midi skirts, and kitten heels — each choice a nod to mindful fashion. As we transition into autumn, embrace this polished look that marries style with substance, proving that being demure can be delightfully fashionable and refreshingly sincere.

Demure and Mindful is Olly Lingerie. They source GOTS-certified organic cotton , ensuring that their lingerie is not only soft and breathable but also produced with minimal environmental impact. To add a touch of sophistication, Olly incorporates intricate lace made from recycled fibers sourced from Italy. The result is lingerie that feels as good as it looks—both on your skin and for the planet. Even the dyes used in Olly's products are certified by Oeko-Tex , meaning they’re free from harmful chemicals, making these pieces safe for both you and the environment.