Meghan Markle's newly unveiled lifestyle venture, As Ever, has swiftly become entangled in a storm of controversy mere days after its grand announcement. The Duchess of Sussex has faced backlash on social media from individuals who pointed out the existence of another clothing brand bearing the exact same name, As Ever, operating out of New York and New Jersey.
On Monday, Markle took to her Instagram to introduce her latest endeavor, a lifestyle brand venturing beyond the realm of fashion. "Some of you may have caught whispers about my latest creation," she penned. "I am absolutely thrilled to present to you As Ever—a brand that I have nurtured with all my heart and soul." She further elaborated that the brand serves as "an embodiment of my enduring love language, meticulously intertwining all that I hold dear—gastronomy, horticulture, entertaining, mindful living, and embracing joy in the mundane." Scheduled for its official debut in Spring 2025, the venture promises a fusion of Markle's passions.
However, Tuesday saw the 2017-founded clothing brand As Ever issue a statement in response to Markle's announcement. "I extend my heartfelt thanks to our loyal patrons who have embraced our small, family-run brand As Ever, and a warm greeting to those who have only recently become aware of our existence," wrote co-founder Mark Kolski on the brand's Instagram page. "Over the past 36 hours, there has been an overwhelming surge of support and concern regarding the recent developments surrounding our namesake. We acknowledge the situation and wish to clarify that we are in no way affiliated with Meghan Markle's venture."
Kolski later revealed to the Daily Mail that he was made aware of Markle's new project by a friend and that he was "seeking counsel from numerous legal professionals" to navigate the situation.
In the wake of the Duchess of Sussex's announcement, social media users were quick to criticize her choice of brand name. One individual posted on X (formerly Twitter), "'As Ever' is a well-established name among fashion enthusiasts in New York City. Meghan Markle has appropriated their name! Did she not conduct a business search?" Another commented, "Meghan Markle has chosen the same name as an already trademarked and established clothing store—As Ever. They didn't steal her brand; she attempted to usurp theirs."
The Hollywood Reporter has reached out to Markle's representative for comment.
The announcement of her new lifestyle brand coincides with the impending release of her Netflix series, With Love, Meghan, slated to premiere on March 4. The show's original January premiere date was postponed due to the devastating wildfires in Los Angeles.
