demure
What It Means
When describing something observed, such as clothing or an attitude, demure means “not attracting or demanding a lot of attention,” making it a synonym of reserved and modest. When used to describe a person—it’s usually applied to a girl or woman—it typically means “quiet and polite,” but it can also describe someone who puts on a show of false modesty, making it a synonym of coy.
// It’s an elegant gown with a demure neckline.
// The girl greeted her parents’ dinner party guests with a demure curtsy.
Did You Know?
In the nearly seven centuries that demure has been in use, its meaning has only shifted slightly. While it began solely as a descriptive term for people of quiet modesty and sedate reserve—those who don’t draw attention to themselves, whether because of a shy nature or determined self-control—it came to be applied also to those whose modesty and reservation is more affectation than sincere expression. While demure sounds French and entered the language at a time when the native tongue of England was borrowing many French words from the Normans, the etymological evidence requires that we exercise restraint: the word’s origin remains obscure.
Merriam-Webster Dictionary
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