Meghan Markle‘s new lifestyle brand As Ever is already wrapped up in controversy days after being announced.
The Duchess of Sussex has been called out by some on social media for using the same name as an existing clothing brand called As Ever, which works out of New York and New Jersey.
On Monday, Markle took to her Instagram to reveal her new venture, which is a lifestyle brand and will not be making clothing. “Some of you may have heard whispers about what I’ve been creating,” she wrote. “I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into.”
She added that the brand 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.” It’s set to officially launch in Spring 2025.
On Tuesday, the clothing brand As Ever, which launched in 2017, released a statement in response to Markle’s brand. “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. We are aware. We are not affiliated,” co-founder Mark Kolski wrote on the brand’s Instagram.
Kolski later told the Daily Mail that he learned about Markle’s new venture after a friend contacted him, and that he’s “getting advice from as many professionals in the (legal) field” as he could.
Following the Duchess of Sussex’s announcement Monday, some social media users have criticized her for the brand’s name, with one person writing on X (formerly Twitter), “‘As Ever’ is also fairly well known to fashionistas in New York City. Meghan Markle stole their name! She never did a business search?” Another person wrote, “Meghan Markle took the same name as an already trademarked established clothing store…As Ever. They didn’t steal her brand. She tried to snatch theirs.”
The Hollywood Reporter has reached out to Markle’s rep for comment.
Markle’s new lifestyle brand’s announcement comes as her upcoming Netflix series, With Love, Meghan, is set to drop on the streamer March 4. The show’s initial January premiere date was delayed due to the Los Angeles wildfires.