Meghan Markle’s As Ever brand launch: A blend of elegance and controversy
This week marked a significant moment in the world of lifestyle branding as Meghan Markle, the Duchess of Sussex, announced the relaunch of her long-awaited brand, now named As Ever. This rebranding comes after the previous name, American Riviera Orchard, faced challenges that ultimately led to its abandonment. The announcement was accompanied by a visually captivating Instagram video and a newly designed website featuring a heartwarming image of Markle with her daughter, Princess Lilibet.
The significance of the name change
In her announcement, Markle revealed that the name As Ever had been secured back in 2022, indicating a long-term vision for her brand. However, the transition has not been without its complications. Shortly after the announcement, two existing brands using the name As Ever expressed their surprise and concern over the potential confusion this could create. Mark Kolski, owner of a New York-based clothing brand, took to social media to clarify that his brand is not affiliated with Markle’s venture, emphasizing the importance of maintaining his brand’s identity.
Trademark complexities and public reactions
The legal landscape surrounding trademarks can often be convoluted, and Markle’s situation is no exception. An active application at the US Patent and Trademark Office indicates that her legal team has been diligently working to secure the name. However, intellectual property experts have noted that the filing process can lead to complications, especially when multiple entities claim similar names. Richard Stim, an intellectual property lawyer, explained that Markle’s filing does not include clothing, which may limit her trademark rights unless she expands her offerings.
Design elements and cultural references
Markle’s new brand emblem, featuring a palm tree and two hummingbirds, has drawn attention for its aesthetic appeal and cultural significance. While the design is said to reflect Markle’s Californian roots and Prince Harry’s fondness for hummingbirds, it has also faced scrutiny. Reports from Spain suggest that the emblem bears a striking resemblance to the coat of arms of a small town in Mallorca, prompting local officials to request a change. This incident highlights the delicate balance between inspiration and appropriation in branding.
As the launch of As Ever unfolds, it is evident that Meghan Markle’s venture is not just a business endeavor but a complex interplay of personal identity, public perception, and legal intricacies. The coming months will reveal how she navigates these challenges while establishing her brand in a competitive marketplace.