Is the ‘Very Demure’ Trademark in Crisis?

Issue #267 | August 27, 2024

By now, we’ve all heard about the “very demure, very mindful” creator, Jools Lebron. The TikToker pioneered the massively viral, tongue-in-cheek signature catchphrase, hitting on a polite, cutesy, “modest” feminine diva aesthetic (a satirical antithetical to our messy, neon-green brat summer.)

Lebron’s newfound fame has landed her some high-profile gigs, like an appearance on Jimmy Kimmel Live with Rupaul, CBS’s morning show, events with makeup mogul Patrick Ta, and brand deals with companies like Lyft and Verizon. However, her success has apparently come with a hiccup: someone else is trying to steal her rightfully deserved trademark.

On August 23, TMZ broke the news that a man named Jefferson Bates applied to trademark Lebron’s viral phrase. Bates allegedly has a history of trying to claim trending phrases that he did not invent. In a now-deleted TikTok, Lebron has admitted that she felt she “dropped the ball” by not securing the trademark sooner.

But, Lebron may still be able to secure the trademark she deserves. To find out how, check out the story below. (You can also read this nifty guide on the differences between trademarks and copyrights for more context.)

Luckily, it seems like Bates doesn’t have a real case for winning the trademark. We all know who the phrase really belongs to. Plus, how can I say this demurely..? Money can’t buy class. 💅

– Grace Stanley, Deputy Editor

PERSONALITIES

Is the ‘Very Demure’ Trademark in Crisis?

Social media star Jools Lebron told TikTok viewers she ‘dropped the ball‘ by not filing a trademark fast enough.

By Charlotte Colombo, Passionfruit Contributor

jools lebron in car with caption "How to be demure at work"

→ READ THE FULL STORY

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IN THE BIZ

Telegram CEO and founder Pavel Durov was arrested in France, allegedly due to the social platform’s lack of content moderation.
Instagram now allows users to add a favorite song to their profile.
Meta Spark announced its intention to wind down its augmented reality effects tools. Creators aren’t happy.
Meta CEO Mark Zuckerberg claims the Biden administration pressured the company to “censor” COVID-related content.

TIPS & TRICKS

Trademark vs Copyright: A Beginners Guide for Creators

Whether protecting your content or your brand, you need to know the basics.

By Patricia Grisafi, Passionfruit Contributor

READ THE FULL STORY →

CULTURE

The Opera Gets TikTok-ified

A short-form opera will premiere at the Teatro Morlacchi on September 13.

By Charlotte Colombo, Passionfruit Contributor

READ THE FULL STORY →

JOB BOARD

Fox Television Stations is looking for a Digital Content Creator in Dallas, TX.
YouTuber Patrick Zeinali is looking for a Video Editor.
MLS team Sporting Kansas City is looking for a Digital Media Manager.

YOUTUBE MADE ME DO IT

The React Pack – Dani, Morgan, and Sam – joins us on this week’s Reactorverse Podcast. This trio, renowned for their anime reactions, will showcase the on-screen chemistry and flow that has shaped their lives both on and off camera.

Be sure to subscribe to the Passionfruit YouTube channel so you don’t miss an episode! If you’d prefer to listen in audio form, we also have a podcast feed.