Is Meghan Markle’s As Ever Rebrand Already Failing?
Meghan Markle’s As Ever rebrand is generating more eye rolls than excitement, and Royal News Network’s latest breakdown explains exactly why the imagery feels stale, the messaging feels off, and the whole thing is starting to look like a pattern.
Watch the full breakdown in the video below:
Source: Royal News Network
The Rebrand Has a Credibility Problem Before It Even Gets Going
As Ever was already born out of chaos. The brand started life as American Riviera Orchard before trademark issues forced a name change, and critics say that rushed pivot set a tone that hasn’t really recovered.
- Branding experts have described the rebrand as a quick fix rather than a real strategy, and with the new imagery now drawing words like “stale” and “pretentious,” it’s hard to argue the relaunch has solved the underlying problem.
The Messaging and the Products Don’t Add Up
One of the most consistent criticisms of As Ever is the gap between what Meghan says the brand is about and what it actually sells.
- She’s described it as an extension of her “love language” around food, gardening, and thoughtful living, but what’s actually hit shelves is a collection of overpriced jam, candles, wine, and flower petal sprinkles.
- PR experts have flagged this disconnect as a serious strategic issue, pointing out that growing website traffic and selling out in 45 minutes don’t mean much if there’s no clear brand identity, no repeat customer strategy, and no consistent product pipeline to back it up.
It’s Starting to Look Like a Familiar Loop
Royal commentators are increasingly pointing to what one expert called a “doom loop” launch with fanfare, generate buzz, disappoint commercially, rebrand quietly, and repeat.
- As Ever appears to be the latest turn of that cycle, following a string of ventures including Archetypes, American Riviera Orchard, and a Netflix series that underperformed, that never quite landed the way they were hyped to.
- The question isn’t really whether As Ever can survive, it’s whether Meghan’s audience has the patience to keep showing up for the next chapter.
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Disclaimer: This content is for informational and entertainment purposes only. The views expressed are personal opinions and do not constitute professional, medical, or financial advice.
