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'Very demure, very mindful' trademark issue is 'handled,' TikTok influencer says

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'Very demure, very mindful' trademark issue is 'handled,' TikTok influencer says

No more tears over a trademark snafu for Jools Lebron. In a video posted on her TikTok this week, the cashier-turned-social media star says simply, “We got it handled and I’m gonna leave it at that … Mama’s got a team now!” She hasn’t yet given specifics.

If you haven’t been following, here’s the gist. Lebron’s videos with the catchphrase “very demure, very mindful” ignited a major trend recently. Celebrities, including Jennifer Lopez and Khloe Kardashian, have made their own “demure” videos. Lebron was interviewed on CBS Mornings and by Jimmy Kimmel’s guest-host RuPaul.

While her TikTok audience skyrocketed into the millions, at least two individuals submitted applications to trademark her mindful motto with the U.S. Patent and Trademark Office (USPTO). There’s an application for “Very demure.. Very mindful” submitted under the name Jefferson Bates of Washington State and another for “Very Demure Very Cutesy” by Kassandra Pop in California. Neither applicant responded to NPR’s requests for comment.

A trademark application is not a guarantee

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Jason Lott, managing attorney for customer outreach with the USPTO, says it’s important to remember these are just requests.

“When someone submits an application, it isn’t that that automatically means that they own it or that they’re the ones who have rights in it,” Lott explains. “It’s just that they have applied to register and they’re essentially saying to the USPTO, ‘Hey, this is my trademark, and I want to have protection for it around the country.’”

Saying it’s “my trademark” doesn’t necessarily make it so, and that’s where the lawyers come in.

Lott says there’s a “huge backlog” of applications waiting for review by the USPTO’s attorneys. One reason: during the pandemic, people’s side hustles became their full-time hustles and there was a surge in applications, according to Lott.

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Once that review begins, there’s a 30-day “opposition period.”

“During this opposition period,” says Lott, “someone can pop up and say, ‘No, no, no, I was the original user of this. I use it to indicate the source of my particular goods and services. Everybody thinks about me.’”

In the case of “very demure,” millions of people now think about Jools Lebron. When she learned the news, she posted a since-deleted video in which she tearfully blamed herself for dropping the ball. Her fans took to social media to express their outrage and support her.

“That is so messed up,” said Chante Bennett on TikTok, “It’s global. Everyone knows that this was popularized by her. This is just insane.”

And yet, it happens a lot. Remember “hawk tuah”? There are more than 30 applications to trademark the phrase in the USPTO database, including by the woman who first said it on social media.

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‘Good faith’ application or ‘trademark troll’

Deborah Gerhardt, a professor at the University of North Carolina at Chapel Hill, says anyone “who has a good faith intent to use a mark can … apply to register a trademark.” She says doing so gives the first applicants an edge “because if two people use the same trademark in the same commercial space, the person to use the mark first wins.”

Jefferson Bates’ application date is August 20, more than two weeks after Lebron started using the phrase.

“If she can show that consumers view her as the source and that he came to the scene later, she could have superior trademark rights,” notes Gerhardt.

Jools Lebron

Tiktok influencer Jools Lebron has partnered with Verizon.

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Bates seems to make a hobby of trying to register trademarks. There are multiple applications in his name in the USPTO database. “Trademark professionals have a word for this kind of person. We call them a ‘trademark troll,’ ” says Gerhardt.

Meantime, brands lined up to work with Jools Lebron. She selected her favorite movies and TV shows for a “Very demure, very mindful” category on Netflix and promoted Verizon’s phone trade-in policy. “A cracked screen” and “hot pink” phone are not her idea of “demure,” FYI.

Leslie Berland, Executive Vice President and Chief Marketing Officer for Verizon, said “the volume and the speed” at which people engaged with Lebron’s video was “unprecedented” for the company.

“One of the special things about Jools is that people are really rooting for her. You know, they want her to succeed,” marvels Berland. “They want to see her, as they say, ‘get her bag’ and get to the next level in her career.”

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Video: Prada Peels Back the Layers at Milan Fashion Week

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Video: Prada Peels Back the Layers at Milan Fashion Week

new video loaded: Prada Peels Back the Layers at Milan Fashion Week

At Milan Fashion Week, Prada showcased a collection built on layering. For the models, it was like shedding a skin each of the four times they strutted down the runway, revealing a new look with each cycle.

By Chevaz Clarke and Daniel Fetherston

February 27, 2026

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Bill Cosby Rape Accuser Donna Motsinger Says He Won’t Testify At Trial

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Bill Cosby Rape Accuser Donna Motsinger Says He Won’t Testify At Trial

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Rape Accuser Says Cosby Won’t Take Stand At Trial

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Baz Luhrmann will make you fall in love with Elvis Presley

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Baz Luhrmann will make you fall in love with Elvis Presley

Elvis Presley in Las Vegas in Aug. 1970.

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“You are my favorite customer,” Baz Luhrmann tells me on a recent Zoom call from the sunny Chateau Marmont in Hollywood. The director is on a worldwide blitz to promote his new film, EPiC: Elvis Presley in Concert — which opens wide this week — and he says this, not to flatter me, but because I’ve just called his film a miracle.

See, I’ve never cared a lick about Elvis Presley, who would have turned 91 in January, had he not died in 1977 at the age of 42. Never had an inkling to listen to his music, never seen any of his films, never been interested in researching his life or work. For this millennial, Presley was a fossilized, mummified relic from prehistory — like a woolly mammoth stuck in the La Brea Tar Pits — and I was mostly indifferent about seeing 1970s concert footage when I sat down for an early IMAX screening of EPiC.

By the end of its rollicking, exhilarating 90 minutes, I turned to my wife and said, “I think I’m in love with Elvis Presley.”

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“I’m not trying to sell Elvis,” Luhrmann clarifies. “But I do think that the most gratifying thing is when someone like you has the experience you’ve had.”

Elvis made much more of an imprint on a young Luhrmann; he watched the King’s movies while growing up in New South Wales, Australia in the 1960s, and he stepped to 1972’s “Burning Love” as a young ballroom dancer. But then, like so many others, he left Elvis behind. As a teenager, “I was more Bowie and, you know, new wave and Elton and all those kinds of musical icons,” he says. “I became a big opera buff.”

Luhrmann only returned to the King when he decided to make a movie that would take a sweeping look at America in the 1950s, ’60s, and ’70s — which became his 2022 dramatized feature, Elvis, starring Austin Butler. That film, told in the bedazzled, kaleidoscopic style that Luhrmann is famous for, cast Presley as a tragic figure; it was framed and narrated by Presley’s notorious manager, Colonel Tom Parker, portrayed by a conniving and heavily made-up Tom Hanks. The dark clouds of business exploitation, the perils of fame, and an early demise hang over the singer’s heady rise and fall.

It was a divisive movie. Some praised Butler’s transformative performance and the director’s ravishing style; others experienced it as a nauseating 2.5-hour trailer. Reviewing it for Fresh Air, Justin Chang said that “Luhrmann’s flair for spectacle tends to overwhelm his basic story sense,” and found the framing device around Col. Parker (and Hanks’ “uncharacteristically grating” acting) to be a fatal flaw.

Personally, I thought it was the greatest thing Luhrmann had ever made, a perfect match between subject and filmmaker. It reminded me of Oliver Stone’s breathless, Shakespearean tragedy about Richard Nixon (1995’s Nixon), itself an underrated masterpiece. Yet somehow, even for me, it failed to light a fire of interest in Presley himself — and by design, I now realize after seeing EPiC, it omitted at least one major aspect of Elvis’ appeal: the man was charmingly, endearingly funny.

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As seen in Luhrmann’s new documentary, on stage, in the midst of a serious song, Elvis will pull a face, or ad lib a line about his suit being too tight to get on his knees, or sing for a while with a bra (which has been flung from the audience) draped over his head. He’s constantly laughing and ribbing and keeping his musicians, and himself, entertained. If Elvis was a tragedy, EPiC is a romantic comedy — and Presley’s seduction of us, the audience, is utterly irresistible.

Unearthing old concert footage 

It was in the process of making Elvis that Luhrmann discovered dozens of long-rumored concert footage tapes in a Kansas salt mine, where Warner Bros. stores some of their film archives. Working with Peter Jackson’s team at the post-production facility Park Road Post, who did the miraculous restoration of Beatles rehearsal footage for Jackson’s 2021 Disney+ series, Get Back, they burnished 50-plus hours of 55-year-old celluloid into an eye-popping sheen with enough visual fidelity to fill an IMAX screen. In doing so, they resurrected a woolly mammoth. The film — which is a creative amalgamation of takes from rehearsals and concerts that span from 1970 to 1972 — places the viewer so close to the action that we can viscerally feel the thumping of the bass and almost sense that we’ll get flecked with the sweat dripping off Presley’s face.

This footage was originally shot for the 1970 concert film Elvis: That’s The Way It Is, and its 1972 sequel, Elvis on Tour, which explains why these concerts were shot like a Hollywood feature: wide shots on anamorphic 35mm and with giant, ultra-bright Klieg lights — which, Luhrmann explains, “are really disturbing. So [Elvis] was very apologetic to the audience, because the audience felt a bit more self conscious than they would have been at a normal show. They were actually making a movie, they weren’t just shooting a concert.”

Luhrmann chose to leave in many shots where camera operators can be seen running around with their 16mm cameras for close-ups, “like they’re in the Vietnam War trying to get the best angles,” because we live in an era where we’re used to seeing cameras everywhere and Luhrmann felt none of the original directors’ concern about breaking the illusion. Those extreme close-ups, which were achieved by operators doing math and manually pulling focus, allow us to see even the pores on Presley’s skin — now projected onto a screen the size of two buildings.

The sweat that comes out of those pores is practically a character in the film. Luhrmann marvels at how much Presley gave in every single rehearsal and every single concert performance. Beyond the fact that “he must have superhuman strength,” Luhrmann says, “He becomes the music. He doesn’t mark stuff. He just becomes the music, and then no one knows what he’s going to do. The band do not know what he’s going to do, so they have to keep their eyes on him all the time. They don’t know how many rounds he’s going to do in ‘Suspicious Minds.’ You know, he conducts them with his entire being — and that’s what makes him unique.”

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Elvis Presley in Las Vegas in Aug. 1970.

Elvis Presley in Las Vegas in Aug. 1970.

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It’s not the only thing. The revivified concerts in EPiC are a potent argument that Elvis wasn’t just a superior live performer to the Beatles (who supplanted him as the kings of pop culture in the 1960s), but possibly the greatest live performer of all time. His sensual, magmatic charisma on stage, the way he conducts the large band and choir, the control he has over that godlike gospel voice, and the sorcerer’s power he has to hold an entire audience in the palm of his hands (and often to kiss many of its women on the lips) all come across with stunning, electrifying urgency.

Shaking off the rust and building a “dreamscape” 

The fact that, on top of it all, he is effortlessly funny and goofy is, in Luhrmann’s mind, essential to the magic of Elvis. While researching for Elvis, he came to appreciate how insecure Presley was as a kid — growing up as the only white boy in a poor Black neighborhood, and seeing his father thrown into jail for passing a bad check. “Inside, he felt very less-than,” says Luhrmann, “but he grows up into a physical Greek god. I mean, we’ve forgotten how beautiful he was. You see it in the movie; he is a beautiful looking human being. And then he moves. And he doesn’t learn dance steps — he just manifests that movement. And then he’s got the voice of Orpheus, and he can take a song like ‘Bridge Over Troubled Water’ and make it into a gospel power ballad.

“So he’s like a spiritual being. And I think he’s imposing. So the goofiness, the humor is about disarming people, making them get past the image — like he says — and see the man. That’s my own theory.”

Elvis has often been second-classed in the annals of American music because he didn’t write his own songs, but Luhrmann insists that interpretation is its own invaluable art form. “Orpheus interpreted the music as well,” the director says.

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In this way — as in their shared maximalist, cape-and-rhinestones style — Luhrmann and Elvis are a match made in Graceland. Whether he’s remixing Shakespeare as a ’90s punk music video in Romeo + Juliet or adding hip-hop beats to The Great Gatsby, Luhrmann is an artist who loves to take what was vibrantly, shockingly new in another century and make it so again.

Elvis Presley in Las Vegas in Aug. 1970.

Elvis Presley in Las Vegas in Aug. 1970.

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Luhrmann says he likes to take classic work and “shake off the rust and go, Well, when it was written, it wasn’t classical. When it was created, it was pop, it was modern, it was in the moment. That’s what I try and do.”

To that end, he conceived EPiC as “an imagined concert,” liberally building sequences from various nights, sometimes inserting rehearsal takes into a stage performance (ecstatically so in the song “Polk Salad Annie”), and adding new musical layers to some of the songs. Working with his music producer, Jamieson Shaw, he backed the King’s vocals on “Oh Happy Day” with a new recording of a Black gospel choir in Nashville. “So that’s an imaginative leap,” says Luhrmann. “It’s kind of a dreamscape.”

On some tracks, like “Burning Love,” new string arrangements give the live performances extra verve and cinematic depth. Luhrmann and his music team also radically remixed multiple Elvis songs into a new number, “A Change of Reality,” which has the King repeatedly asking “Do you miss me?” over a buzzing bass line and a syncopated beat.

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I didn’t miss Elvis before I saw EPiC — but after seeing the film twice now, I truly do.

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