Meghan Markle’s latest attempt at rebranding her lifestyle business has been met with ridicule from critics and royal insiders, who are now mocking her new brand name, As Ever, as “As If.” According to reports, the Duchess of Sussex’s decision to rename her venture has sparked amusement among royal circles, with some dismissing the move as a desperate attempt to stay relevant.
Speaking to Closer Magazine, a source claimed that the last-minute rebrand has not gone unnoticed, with many viewing it as rushed and lacking direction. “It’s caused quite a bit of amusement within certain circles,” the insider revealed. “WhatsApp messages have been going back and forth where a new name ‘As If’ has been coined – a light-hearted take on the likelihood of this being yet another flop.”
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The rebranding comes after a dispute over Markle’s initial choice of branding, which reportedly forced her to pivot to As Ever at the eleventh hour. Critics argue that the rushed nature of the switch has damaged her image rather than elevating it. “It all seems very ill-prepared. The brand name dispute, the rushing, and the desperately clutching at straws comes across as her not knowing what she’s doing,” the source added.
“It’s all very budget royal.” Meghan’s latest venture is widely seen as an attempt to establish herself in the lifestyle and wellness space, following in the footsteps of brands like Gwyneth Paltrow’s Goop. However, skeptics question whether the endeavor will gain traction or face the same struggles as some of her previous projects.
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While supporters argue that Meghan is simply trying to carve out her own path outside of the royal family, critics believe that her efforts lack strategy and authenticity. The Duchess has yet to address the backlash directly, but her team remains focused on pushing forward with the brand’s official launch. Whether As Ever will prove successful or become another target for royal watchers remains to be seen.
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