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The content creator behind TikTok's “modest” trend has found himself embroiled in a trademark battle over the viral catchphrase.
Jools Lebron, who went viral with a satirical clip about why women should present themselves conservatively in the workplace, recommending that employees opt for looks that are “modest” and “conscious,” was beaten to the record for his signature line by a Washington man.
Lebron’s “modest” streak had led her to work on sponsored content with brands like Netflix and Verizon. The beauty influencer, who identifies as a transgender woman, had even made enough money to pay for her gender transition thanks to the success of her videos.
However, in a now-deleted video, Lebron revealed that he “didn't trademark his name fast enough” withTMZ A man in Washington state named Jedderson Bates reportedly filed an application to trademark the “very demure… very conscious” mark following Lebron’s viral moment.
“I wanted to do so much for my family and ease my transition,” Lebron said in the post. “I feel like I made a mistake.”
The Independent reached out to LeBron's representatives for comment and was unable to reach Bates.
If Bates' application is successful, LeBron will not be able to use the slogan on any official merchandise or sponsored content in Washington unless he obtains a federal trademark.
On the other hand, Raluca Pop, who founded the social media platform Hive Social, said: NBC News She had applied to be “very demure, very cheesy” in California in an attempt to show her support for Lebron.
“Once I saw this other guy try to steal it, I realized I hadn't registered the rest of his line, 'so cheesy,'” Pop said.
“That's why I went and did it,” she added, explaining that she planned to transfer the trademark to Lebron so that she would be “the one to reap the benefits.”
The “modest” trend has exploded on TikTok in recent weeks, with over 86,200 videos now using the audio from Lebron’s original post to create their own content.
“A lot of you girls go to interviews looking like Marge Simpson and go to work looking like Patty and Selma,” Lebron says in the short video that made her famous.
“I’m not demure. I’m very modest. I’m very conscious. See my shirt? Just a little bit of chee chee on the outside, not my cho cho. Keep in mind why they hired you.”
“Here's your dose of reality, diva,” he added. “What do you want me to name it?”
Thanks to Lebron, Internet users around the world have expanded the meaning of the word by placing it in entirely new contexts, such as eating donuts and shopping for groceries.
She now has 2.1 million followers on TikTok and more than 100 million likes on her videos.
