Meghan Markle Faces Backlash Over Lifestyle Brand Name Change to 'As Ever'

The rebranded venture has drawn criticism for alleged name overlap with a small NYC business and skepticism about its direction.

Meghan Markle announced the renaming of her lifestyle brand from 'American Riviera Orchard' to 'As Ever,' citing creative limitations with the previous name.
The name 'As Ever' is already used by a small New York-based clothing brand, whose founder, Mark Kolski, expressed concerns about potential confusion and legal challenges.
Critics have questioned the authenticity and originality of Markle's lifestyle endeavors, contrasting her approach with established figures like Martha Stewart and Joanna Gaines.
Markle's Instagram video unveiling the rebrand emphasized her passion for cooking, crafting, and gardening, with plans to include products like fruit preserves under the new brand.
Her upcoming Netflix show, 'With Love, Meghan,' set to premiere on March 4, is expected to tie into her lifestyle brand's promotion.