Prince Harry and Meghan, the Duke and Duchess of Sussex, have concluded a tumultuous 2025 with a significant announcement concerning their charitable work, a move widely interpreted as a strategic statement about their future as a couple. In a rare joint statement issued this week, the couple confirmed their Archewell Foundation will be renamed Archewell Philanthropies, marking a pivotal shift five years after its launch.
A Strategic Rebrand or a Defiant Cling to Power?
The seemingly simple name change has been dissected by public relations and royal experts, who see it as a loaded signal from the couple. This comes at a time when they face persistent rumours about the state of their marriage and ongoing speculation that Prince William may seek to strip them of their Sussex titles when he ascends the throne. The official statement directly referenced their working "as a family" and notably included their royal styles, prompting intense scrutiny.
A spokesperson for the couple stated: "This next chapter allows Prince Harry and Meghan, Duke and Duchess of Sussex, to broaden their global philanthropic efforts as a family, with meaningful reach and maximum impact, grounded in the same values, partnerships, and their commitment to show up and do good."
Expert Analysis: Control, Credibility and 'Clinging On'
PR consultant Mayah Riaz praised the rebrand as a deliberate evolution. "Moving from 'Foundation' to 'Philanthropies' signals scale, maturity and longevity," she explained. "It's a way of future-proofing... 'Philanthropies' feels more global, more institutional and less personal. That can be helpful... as it shifts the focus away from them as personalities and more towards impact." She highlighted the five-year mark as a critical point for public figures to "level up" and assert control over their narrative.
However, communications expert Judi James offered a contrasting view, suggesting the emphasis on their titles was a pointed retort to their critics. "There is a star-role reference to their royal titles which, given speculation about them being removed, reads like a very emphatic clinging or laying claim to," James asserted. She also questioned the vagueness of their "show up, do good" motto and pondered whether the phrase "as a family" was a "professional re-taking of their vows" to quell divorce rumours.
Royal Commentators Divided on Meaning and Impact
The announcement has split opinion among royal watchers. Former BBC royal editor Jennie Bond expressed scepticism about the wisdom of changing a charity's name after just five years, calling the new title "confusing" and "unnecessary," though she wished the organisation well.
Conversely, commentator Afua Acheampong-Hagan saw it as a further break from their royal past. "Philanthropy is a very sort of American word," she noted, reinforcing their independent operation outside The Firm. On the threat to their titles, she added, "William won't take them away, it doesn't make him look good... taking away people's titles for living their own lives will seem silly and petty."
The rebrand follows the couple's initial post-royal venture, which was established after they relocated to the United States in 2020. Their original plan to develop a "SussexRoyal" brand was blocked by the late Queen Elizabeth II, who rejected a "half in, half out" model for working royals. The launch of Archewell marked their first major step into independent charitable and commercial work.
