Meghan Markle’s new lifestyle brand, As Ever, faced criticism for inadequate brand research.
The brand was previously named American Riviera Orchard. (Photo Credits: Instagram)
Meghan Markle, the Duchess of Sussex, has recently introduced her new lifestyle brand, As Ever, replacing the previously announced American Riviera Orchard. The launch was revealed on Instagram where Meghan shared insights about the rebrand. The video was accompanied by a new website for As Ever that features a rare glimpse of her daughter, Lilibet. However, the new venture has stirred controversy over its name which matches that of an existing New York-based clothing brand, established in 2017.
“As Ever essentially means ‘as it’s always been,’ and if you followed me since 2014, you know I’ve always loved cooking, crafting, and gardening. This is what I do, and I haven’t been able to share it in the same way for the past few years. But now I can,” she said in the video.
The choice sparked backlash on social media, where users accused Meghan of not doing proper brand research.
One user commented, “Meghan Markle stole their name! She never did a business search?”
Another added, “Meghan Markle took the same name as an already trademarked established clothing store… As Ever. They didn’t steal her brand. She tried to snatch theirs.”
The clothing brand As Ever issued a statement addressing the launch of Meghan’s new lifestyle brand.
“I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist. In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated,” co-founder Mark Kolski wrote on the brand’s Instagram.
Speaking to Daily Mail, Kolski revealed that he only found out about Meghan’s brand after a friend informed him. He also mentioned that he is currently “getting advice from as many professionals in the (legal) field” as he could.
Beyond the name issue, Meghan’s brand has faced further criticism regarding its logo. Experts pointed out that the As Ever emblem bears a striking resemblance to a Spanish coat of arms.
“Yes, the logo that she has used for the new brand As Ever is clearly very similar to the coat of arms for an area of Majorca. This is another brand setback as it looks like it’s been copied rather than a whole new brand identity created,” Branding expert Nick Ede told The Sun.
Ede further warned that this similarity could lead to “copyright issues and a further headache for Meghan and her team.”
The announcement of Meghan’s new lifestyle brand comes just ahead of the release of her upcoming Netflix series, With Love, Meghan, which is set to premiere on March 4.
