Meghan Markle’s latest business move has sparked criticism from royal commentators, who argue that her new lifestyle brand, As Ever, strays from the advocacy work she once championed. The Duchess of Sussex, who recently rebranded American Riviera Orchard into As Ever, launched the brand just days before debuting her new Netflix show, With Love, Meghan.
However, royal experts have raised concerns that Markle—who now prefers to go by Meghan Sussex—has distanced herself from the social causes she once vocally supported. Speaking to GB News, royal commentator Clare Muldoon criticized the shift, claiming that Markle’s rebrand does not align with the identity she once presented to the public.
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“I don’t think that she is rebranding herself to deliver the identity that she said she had when she was marrying Prince Harry,” Muldoon stated. She pointed out that before joining the royal family, Meghan was vocal about empowering young women of color in the U.S. and Africa.
“She was very much for young African women, young women of color across the States and in Africa,” Muldoon said. Referencing Meghan and Harry’s 2019 tour of Africa, Muldoon argued that As Ever appears disconnected from the causes Markle once championed.
“When they did that tour, this smacks absolutely nothing of that to me,” she added. Markle’s transition from royal to entrepreneur has been met with mixed reactions. While some supporters see her latest ventures as a natural evolution of her career, critics argue that her rebranding efforts seem to prioritize luxury lifestyle branding over social advocacy.
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As Ever is expected to focus on high-end homeware, wellness, and lifestyle products, continuing the trend of Meghan’s pivot toward a commercial brand identity. Despite the backlash, Markle remains focused on expanding her business empire, with With Love, Meghan offering a glimpse into her personal interests and aesthetic.
Whether her latest moves will resonate with her former supporters or alienate them remains to be seen. However, as she continues to reshape her public image, the conversation surrounding her changing priorities is unlikely to fade anytime soon.
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