The launch of Meghan Markle's much-anticipated lifestyle brand, American Riviera Orchard, has been marred by controversy as fashion industry insiders reveal the venture heavily relied on borrowed designer pieces rather than developing original collections.
Fashion Partnerships Fail to Materialise
According to sources close to the fashion industry, the Duchess of Sussex's team faced significant challenges in securing partnerships with established designers and brands. Instead of creating exclusive pieces for the launch, the operation depended on borrowing existing items from designer archives and showrooms.
One industry insider described the situation as 'deeply concerning for a brand positioning itself in the luxury market', noting that established fashion houses typically develop their own distinctive pieces rather than relying on borrowed goods.
Contrast with Royal Protocol
The approach marks a stark departure from traditional royal fashion engagements. During her time as a working royal, Meghan frequently wore gifted or borrowed designer items, but this was within the context of her royal duties rather than commercial enterprise.
Royal commentators have noted that while borrowing clothing is common practice for celebrity appearances, it becomes problematic when building a commercial fashion brand that consumers expect to offer original designs.
Brand Identity Questions
American Riviera Orchard, launched earlier this year, positions itself as a premium lifestyle brand focusing on homewares, tableware, and food products. However, the recent revelations about its fashion component have raised questions about the brand's long-term strategy and authenticity.
Marketing experts suggest that the reliance on borrowed pieces could undermine consumer confidence in the brand's originality and design capabilities, particularly in the competitive luxury market where uniqueness and authenticity are paramount.
Industry Reaction
Fashion professionals have expressed surprise at the approach, with one London-based designer noting: 'For a brand with this level of publicity and expectation, you would anticipate significant investment in original design and manufacturing. Borrowing pieces suggests either financial constraints or lack of clear creative direction.'
The development comes as the Sussexes continue to build their commercial portfolio following their departure from royal duties in 2020.
