Meghan Markle’s newly announced lifestyle brand, “As Ever”, has sparked controversy due to its name, which is identical to an existing clothing company in New York. 

The Duchess of Sussex introduced her brand on Instagram, describing it as a passion project centred on food, gardening, entertaining, and “thoughtful living.” Set to launch in Spring 2025, the venture will not include clothing. “I’m thrilled to introduce “As Ever” — a brand that I created and have poured my heart into,” Markle wrote. 

However, a New York-based clothing brand, also called “As Ever”, has responded to the name overlap.

Founded in 2017, the company’s co-founder, Mark Kolski, addressed the situation on Instagram. “We are aware. We are not affiliated,” he stated, thanking supporters for their concern. Speaking to the Daily Mail, Kolski revealed that he only discovered Markle’s brand after being informed by a friend. He is now seeking legal advice. 

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The similarity in names has led to backlash on social media, with some accusing Markle of failing to conduct proper research. One X user wrote, “‘As Ever’ is a well-known fashion brand in NYC. Meghan Markle stole their name! Did she not do a business search?” Another added, “She took the name of an already established, trademarked store.” 

The controversy emerges just ahead of Markle’s upcoming Netflix series, “With Love, Meghan”, which is now set to premiere on March 4 after being postponed due to the Los Angeles wildfires.