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Meghan Markle’s rebranding efforts for her lifestyle company have sparked controversy. The Duchess of Sussex is facing criticism for changing the name from “American Riviera Orchard” to “As Ever,” a name already used by a small business in New York.
Markle announced the change on Instagram, stating the new name better reflects her broad lifestyle interests. She described “As Ever” as an extension of her passions, including food, gardening, and entertaining.
The website for “As Ever” features a photo of Markle with her daughter, Princess Lilibet. Some royal watchers online have compared the image to a photo of Kate Middleton at a polo match in 2018, accusing Markle of copying the Princess of Wales. Others have suggested the photo is reminiscent of Princess Diana.
The name change also drew criticism. The New York-based “As Ever,” run by Mark Kolski and Astrid Dahl, issued a statement clarifying they are not affiliated with Markle’s brand and thanking supporters for their concern.
Social media users have expressed their disapproval, accusing Markle of forcing the small business to defend its name. Some have called for Netflix and Markle to be sued.