An independent clothing label based in New York is speaking out after Meghan Markle rebranded her lifestyle business to “As Ever,” sparking confusion and backlash. The original As Ever brand, which has been making handmade garments since 2015, assured supporters it has no connection to the Duchess of Sussex’s venture.
Meghan’s hasty rebrand raises questions
Meghan’s new brand overhaul came after legal hurdles forced her to abandon “American Riviera Orchard.” Now, fresh controversy has emerged, with critics calling the rebrand “rushed” and pointing out similarities between the As Ever logo and a historic Spanish town’s coat of arms.
Spanish town threatens legal action
Officials from Porreres, Mallorca are considering legal action, claiming Meghan’s logo—featuring a palm tree and two birds—copies their traditional emblem. The town’s mayor accused the Duchess of using their design without permission and has demanded its removal.
Clothing brand defends its identity
Mark Kolski, founder of the original As Ever, posted a statement clarifying that his brand has existed for nearly a decade and is in no way linked to Meghan’s business. He expressed gratitude for the outpouring of support from customers and promised to continue producing clothing in New York and New Jersey despite the confusion.
Meghan’s business empire expands
Despite criticism, trademark filings reveal that Meghan’s As Ever brand aims to sell a wide range of products, from homeware and gardening tools to calligraphy classes and temporary accommodations. Speculation is growing over whether she plans to launch a hospitality venture alongside her new Netflix show, With Love, Meghan.
Backlash over authenticity concerns
Branding experts have slammed the rebrand as a last-minute scramble, with some accusing Meghan of recycling old promotional material from American Riviera Orchard. Others note the irony of her suggesting she was previously unable to express her passion for food and home, despite running a lifestyle blog, The Tig, before marrying Prince Harry.
What’s next?
With legal threats from Spain, continued backlash, and an independent clothing brand fighting for its identity, Meghan’s As Ever rebrand is already facing a rough start. Whether she can overcome these controversies remains to be seen.
