Meghan Markle's As Ever lifestyle brand has been accused of losing direction, with critics questioning the Duchess of Sussex's strategy of relentless expansion and high prices. The criticism follows the unveiling of the second instalment of her festive collection on October 22, which introduced a wide range of homeware, luxury gifts and entertaining essentials.
The collection includes an embroidered linen tablecloth priced at $398 (£298.65), a porcelain teapot at $98 (£73.54), a rattan charger set at $130 (£97.54), a leather notebook at $185 (£138.82) and an Afternoon Tea Basket at $328 (£246.12). Candles are also available at $98 (£73.54) each.
Criticism over pricing and brand identity
The opinion piece, written by Alicia Liberty, argues that the brand has moved from a charming kitchen-inspired concept to what appears to be an attempt to sell everything. Liberty suggests that As Ever is beginning to look less like a carefully considered lifestyle label and more like an expensive identity crisis.
Liberty compares the brand to British entrepreneur Jade Holland Cooper, who founded her namesake fashion label in 2008 and has built a loyal following around tailored countrywear and heritage craftsmanship. Holland Cooper's newly launched tablecloths start at £69, which is more than £200 cheaper than Meghan's offering.
Royal connection and UK availability
The piece also highlights the irony of Meghan embracing a traditionally British aesthetic, including afternoon tea baskets and blue-and-white porcelain teaware, despite stepping away from royal duties. However, As Ever does not offer delivery to customers in the UK, meaning British shoppers cannot order the collection directly.
The criticism concludes that Meghan needs a clear identity and a product people genuinely want, rather than chasing every possible opportunity without giving customers a compelling reason to care.
