The buzz around “very demure, very mindful” began earlier this August when Lebron showcased her unique hair and makeup style on TikTok.Her distinctive delivery and the phrase itself quickly became a social media hit, with fans and celebrities alike jumping on the trend, using “mindful” and “cutesy” to describe everything from daily routines to extravagant events.
Lebron’s viral success has not only brought her online fame but also provided financial support for her transition as a transgender woman. The trademark filings, submitted under her legal name, are now pending with the US Patent and Trademark Office. The goal? To safeguard her viral creation and potentially monetize the trend.
However, the path to securing a trademark is far from straightforward. Several other parties have jumped into the fray, attempting to trademark demure-related phrases in a bid to capitalize on the trend, according to CBS News. This has sparked a race to claim ownership of the viral moment, with some filings pre-dating Lebron’s official submissions.
The complexities of trademark law come into play here. Alexandra J Roberts, a law professor at Northeastern University, noted that trademarks must be tied to commercial use—meaning that it’s not enough to simply create a viral phrase. There must be a connection to the sale of specific goods or services. This requirement ensures that trademarks serve as clear indicators of origin for consumers, preventing confusion, reported CBS.
Casey Fiesler, an associate professor at the University of Colorado Boulder, added that while Lebron’s phrase might be closely associated with her, trademarks are designed to avoid consumer confusion. Thus, if someone else were to start a business with a similar name, it could potentially mislead consumers into thinking it’s linked to Lebron’s brand.
In the digital age, protecting intellectual property has become increasingly challenging. Content creators face the dual task of gaining recognition for their work and securing their rights amid a sea of online trends. Historically, creators from minoritized groups, particularly young women of color, have struggled to maintain control over their viral moments, often seeing their work appropriated by others with more resources.
As for Lebron, her journey is just beginning. While her trademark filings are under review, she still has room to maneuver. She could negotiate with other applicants or challenge rival filings if they pose a threat to her brand. However, the trademark process can be lengthy, sometimes extending beyond the trend’s peak popularity.
For now, Lebron has the freedom to continue promoting her “very demure, very mindful” merchandise. But turning these words into a protected brand will be a test of patience and legal savvy. As she navigates this complex landscape, the internet eagerly watches to see how the “very demure, very mindful” saga unfolds.