Fresh off the announcement of her upcoming Netflix lifestyle series, With Love, Meghan, the Duchess of Sussex, Meghan Markle seemed poised to conquer the worlds of entertainment and retail. Her new brand, As Ever, debuted with promises of curated elegance, aligning with the show’s themes of: heart, home, and heritage. But just as anticipation for the series builds, Markle’s entrepreneurial ambitions have hit an unexpected snag, one that could reshape her brand’s future.

A naming battle has stalled Meghan Markle’s fashion empire and the fallout could redefine her brand’s trajectory.

According to the Daily Mail, Meghan Markle faced a major setback after the United States Patent and Trademark Office (USPTO) partially rejected her trademark application for As Ever. Officials ruled the name was too similar to ASEVER, an existing Chinese fashion label, stating the marks were “identical in sound and virtually identical in appearance.” The decision barred Markle from selling clothing under the brand name, though other product categories, like aprons and food items, were approved.

The Duchess initially filed the trademark in October 2022, envisioning a broad lifestyle brand. After the USPTO’s July 2023 rejection of clothing-specific claims, her legal team revised the application to exclude apparel. While partial approval came in January 2024, legal experts cautioned that any future clothing sales under As Ever could trigger lawsuits. Critics also scrutinized the brand’s logo, noting its resemblance to the coat of arms of Porreres, a village in Mallorca.

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A rebranding meant to inspire connection has instead sparked questions about originality.

As Ever was not Meghan Markle’s first choice. The brand originally debuted as American Riviera Orchard in March 2024, a nod to her Santa Barbara roots, but trademark conflicts forced a pivot. In an Instagram video, the Duchess unveiled the rebrand, framing As Ever as a continuation of her earlier work, including her defunct lifestyle blog, The Tig. The new name aimed to evoke familiarity, but critics questioned its originality and marketability.

The rebranding underscored the challenges of launching a celebrity-driven venture in a saturated market. While As Ever secured approvals for non-apparel products, analysts noted that the trademark hurdles and logo controversies risked overshadowing its launch. For Markle, the setbacks highlighted the fine line between personal branding and legal realities in the competitive lifestyle industry.

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What is your take on Meghan Markle’s trademark battle? Could this setback redefine her brand’s future? Share your thoughts below.