The rebrand of Meghan Markle's lifestyle business venture, As Ever, is hit with an issue over its new name following possible legal trouble over its upgraded logo.
- February 20, 2025
AceShowbiz - After being accused of plagiarism over her new brand logo, Meghan Markle found herself embroiled in another controversy due to her rebranded lifestyle business venture "As Ever."
It turns out the moniker Meghan has chosen for her brand is the exact same as the name of a small New York-based vintage clothing company. The owner raised this issue, voicing concerns about the potential name confusion.
"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," founder Mark Kolski issued a statement.
He explained that his venture began in 2015 and has been operating officially since 2017. "I'm a very small business, it's a family-run operation. I'm essentially a one-man band," he told The Sun. "This new venture has the power and money of Netflix behind it."
He's now "exploring all possibilities" but has no plan to rename his brand. He believes that while he does not hold a trademark for the name "As Ever," he has common law rights to sell clothing using it.
The Duchess of Sussex ditched the name "American Riviera Orchard" because she didn't want to be limited to "things that were just manufactured and grown in this area." She secured copyrights for "As Ever" in 2022.
She launched a new website, featuring her little daughter, Princess Lilibet, in a rare photo with her famous mother, along with its upgraded logo: a palm tree with hummingbirds on both sides.
Leaders in a Spanish town named Porreres accused Markle of copycat due to similarities to their traditional coat of arms, which also depicts a palm tree with two birds hovering on either side. Mayor Xisca Mora said the town is considering legal action against the Duchess.
