Laufey: Our Quintessential Icon Of 'Very Demure' Fashion
And we say that without a trace of irony
Very demure...
At just 25, Icelandic-Chinese musician Laufey is already a household name. A beloved Gen-Z jazz-pop artist and social media sensation, she’s making waves everywhere. She’s even launched her own book club, the aptly named Laufey Book Club, hosting an event at Kinokuniya's Ngee Ann City in Singapore from August 26 to September 13.
Laufey will be in Singapore for her Bewitched: The Goddess Tour on September 4, with tickets selling out in a mere 10 minutes. Her last show at Pasir Panjang Power Station in June 2023 also sold out.
READ MORE: How Laufey Became A True Music Goddess for Generation Z
Her sophomore album, Bewitched (2023), has been both a critical and commercial triumph, winning Best Traditional Pop Vocal Album at the Grammy Awards in February and topping the American jazz charts. In March, she released the reissue, Bewitched: The Goddess Edition.
It also helps that the singer has the charming personality of a TikTok superstar. With 6.2 million TikTok followers, she shares content ranging from her experiences in the cities she tours, to fit checks, to her fooling around with her twin sister and artistic director, Junia. (Yes, she expertly hopped onto the ‘demure and mindful’ trend and got 4 million likes for her efforts.)
Laufey (left) and her twin Junía attended the Molly Goddard show during London Fashion Week in February.
A key part of Laufey’s appeal lies in the aesthetic she and her fans embrace. At her concerts, you’ll see many attendees in coquette outfits and bows, an unspoken dress code inspired by the artist's love for the style.
Laufey looked every bit the fashion fairy tale princess in a Prabal Gurung gown at the Met Gala 2024.
Yet Laufey's fashion transcends bows; it’s a unique fusion of classy, girly, and quirky that perfectly captures the "very demure, very mindful" trend. It’s no surprise that she and her twin sister Junia, who puts her own twist on the look, have emerged as the new style icons for Gen Z.
READ MORE: What Does It Really Mean to Be “Very Demure, Very Mindful”?
Below, we’ve curated our top picks to help you capture that Laufey-core vibe – from clothing to accessories to instruments.