Modesty (also called demureness or reticence) is the term for certain norms of behaviour, clothing and habits a society expects from its people. Excessive modesty is sometimes called prudery.

Modesty usually includes:

• Avoiding attracting attention, by behaving the same way as everybody else, or as society expects.
• Wearing clothing that generally follows the same norms.
• Avoiding boasting of one's own accomplishments (this is known as humility)

Different fashion trends test the levels of modesty. People are usually also subjected to peer pressure.

Different levels of modesty apply in different situations, and to different groups of people.