The latest sensation sweeping through TikTok is the trend labeled “very demure, very mindful”.
But who exactly is behind the viral catchphrase and what has sparked so much controversy over a copyright claim?
While the trademark for “very demure, very mindful” was filed by a man named Jefferson Bates, not much is known about his connection to the original creator of the trend.
The trademark was reportedly filed for advertising, marketing, and promotional services in Washington State, although the creator of the trend resides in Chicago.
The TikTok trend was initially started by a content creator named Jools Lebron, whose video discussing her approach to dressing for work went viral.
In the video, Jools emphasized the importance of being demure and mindful in one’s presentation.
The video garnered over 43.1 million views and 4.2 million likes, with even celebrities like Kim Kardashian and Lindsey Lohan participating in the trend.
Jools later appeared on CBS Mornings to elaborate on the meaning of the catchphrase, explaining that being demure and mindful is about considering both oneself and others in how one presents to the world.
