Meghan Markle in another copycat drama over As Ever, drops new photo of Princess Lilibet

Just after Meghan Markle was dragged into a row over the logo of her lifestyle brand, the Duchess of Sussex is facing fresh criticism about her business venture’s new name.

A New York based clothing brand named As Ever has spoken out after Meghan Markle rebranded her lifestyle business venture to the same name.

It comes just after the Duchess of Sussex was accused of copying her logo for the rebranding of her much-hyped lifestyle brand when she revealed to Instagram that she was changing the name from American Riviera Orchard to As Ever.

“Wow and hello,” the As Ever founder, Mark Kolski, wrote in a statement on Instagram.

“I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist.

“In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand,” the statement continued. “We are aware. We are not affiliated.”

Meghan Markle is facing ongoing criticism for her lifestyle brand rename, which she announced in a video posted on her Instagram.

Kolski said that while he officially launched his business in 2017, the project had been in the works since 2015.

He told The Sun, he now felt powerless to take any action in response to Markle’s new rebrand.

“I’m a very small business, it’s a family-run operation. I’m essentially a one-man band,” he said.

“This new venture has the power and money of Netflix behind it.”

MEGHAN IN COPYCAT DRAMA, DROPS NEW PHOTO OF LILIBET

Meghan Markle was earlier accused of copying the logo for the rebranding of her lifestyle brand.

Bizarrely, the new As Ever logo, which  features a palm tree with two hovering hummingbirds, bears a striking similarity to the coat of arms for the  village of Porreres in Majorca.

Mayor Francisca Mora told local newspaper Ara Balears the likeness was “surreal”, and that the town hall was deciding whether or not to take legal action against the Duchess.

The logo for Meghan’s lifestyle brand, As Ever.

The Coat of Arms for the village of Porreres in Majorca. Picture: Wikipedia.

She added: “I don’t know if she visited some agritourism sites and saw the coat of arms, because the photo on her website is taken from Mallorca”. 

However, the mayor said the village now “feels international” and she hoped the move would bring the area some recognition.

It came as the Duchess of Sussex shared a rare photo of daughter Princess Lilibet on the As Ever website.

The three-year old, wearing all-white like Meghan, was pictured from a distance, running with her mother in their Montecito garden.

Meghan and daughter Lilibet on the As Ever website.

Nick Ede, a brand and culture expert, weighed in on the logo drama, saying it looked like the coat of arms had been copied.

“Yes the logo that she has used for the new brand As Ever is clearly very similar to the coat of arms for an area of Majorca,” he told The Sun.

“This is another brand set back as it looks like it’s been copied rather than a whole new brand identity created.”

The palm trees in Meghan’s logo could potentially be a tribute to Prince Harry, with the former actress previously revealing how palm trees hold a special significance for herself and the Duke of Sussex.

“One of the first things my husband saw when we walked around the house was those two palm trees,” she said of their Montecito home in a 2022 interview.

“See how they’re connected at the bottom? He goes: ‘My love, it’s us.’”

Prince Harry has also previously revealed the special meaning hummingbirds hold for him, as a reminder of his beloved grandmother, the late Queen Elizabeth II.

In his 2023 memoir, Spare, Harry reminisced about getting a visit from a hummingbird shortly after the death of the Queen’s death in September 2022.

‘RUSHED’: MEGHAN’S NEW VENTURE SLAMMED

Branding experts have slammed Meghan’s new business venture, saying it is “rushed” and makes the Duchess look “ridiculous”.

Announcing her new project on Instagram account, Meghan described the previous name, American Riviera Orchard, as limiting.

Husband Prince Harry appeared to make an offscreen appearance in the Instagram video, handing Meghan the phone as he told her, “It’s recording.”

It comes as her highly-anticipated Netflix show With Love, Meghan, is set to premiere on March 4. The show was delayed from a January release due to the LA wildfires.

Meghan Markle has announced a new business venture with Netflix. Picture: Instagram

Markle says the partnership is ‘huge’. Picture: Instagram

In the video, which is seemingly filmed in her garden as she holds the camera, she says, “The cat’s out of the bag — I’m shocked we’ve kept this a secret for so long. In two weeks, my show’s coming out, which I’m so excited for - and also, my business, which I think there’s been a lot of curiosity about.

“Last year, I thought ‘American Riviera’, that sounds like such a great name. It’s my neighbourhood, it’s a nickname for Santa Barbara. But it limited me to things that were just manufactured and grown in this area.”

She went on to say that Netflix came on as her business partner, which “was huge”.

“So I thought about it, and I’ve been waiting for the moment to share a name that I secured in 2022, and this is the moment. And it’s called As Ever.”

But branding experts questioned the move, where one communications veteran said that “You wouldn’t catch Kim Kardashian doing this”, adding the eleventh hour name change “telegraphed inauthenticity”.

Meghan Markle is “thrilled” to announce her new business venture As Ever. Picture: Instagram

Meghan Markle reveals new business venture: As Ever. Picture: Instagram

A branding expert told MailOnline that “It appears to have been a total rush — despite what Meghan says about As Ever going back to 2022.

‘They’ve clearly had to abandon American Riviera Orchard but recycle all the promos due to the trademark dispute. The leak happened yesterday and you have to wonder if her hand was forced”.

Another told The Daily Beast: “There are only so many relaunches you can do before you start to look ridiculous”.

Mark Borkowski, Britain’s leading PR guru and crisis manager, said he believed the move was a tactic to gain publicity.

“This isn’t an identity crisis. It’s a business model. Meghan isn’t floundering; she’s fluctuating on purpose. The perpetual reinvention, the strategic vagueness—it’s all by design,” he said.

“No, it’s a TV show. No, it’s jam. No, it’s a vague, atmospheric brand called As Ever.

“The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery. The product she’s selling? Endless curiosity about Meghan Markle. So maybe she’s not losing control of her narrative—maybe we are.

“So, what’s next? A mindful butter knife line? A sustainably sourced candle that smells like ‘reinvention’? A pop-up experience where guests can personally witness Meghan not answering direct questions? Whatever it is, expect another name change when this one inevitably runs its course.”

Meghan said As Ever was about how it’s always been and her love of cooking and crafting.

“This is what I do, and I haven’t been able to share it in the same way these past few years. As things started to trickle out there, I wanted you to hear it from me first. Of course there will be fruit preserves. I think we’re all clear at this point that jam is my jam.”

This is in reference to the jars of jam she produced and sent to her famous friends when American Riviera was announced.

“But there’s so many more products that I just love and I use in my home. And now it’s time to share it with you. I can’t wait for you to see it. Thanks, guys.”

She also captioned the video with a few lines about the new venture.

“Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into,” she wrote.

“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.”

“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday,” the caption continued.

“I will keep sharing behind the scenes titbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love...”

She signed off with “As ever, Meghan.”

Originally published as Meghan Markle in another copycat drama over As Ever, drops new photo of Princess Lilibet