Meghan Markle’s Lifestyle Brand Faces Potential Setback After Major Announcement
Meghan Markle made headlines earlier this week with the surprise announcement that her lifestyle brand, formerly known as *American Riviera Orchard*, has been rebranded as *As Ever*. However, this name change has sparked fresh concerns, as two other businesses—an established clothing brand in New York and a wedding photography company in Arizona—have already been using the *As Ever* name for years.
In a video message, the former *Suits* actress claimed she secured the *As Ever* name in 2022 after realizing that *American Riviera Orchard* limited her to products grown in her local region. However, reports suggest that the Duchess of Sussex faced trademark issues last year when another company, with a similar name to *American Riviera Orchard*, reportedly filed a legal complaint.
As of now, Meghan’s newly renamed brand has not received any official legal notices from the existing *As Ever* brands. However, intellectual property lawyer Richard Stim provided insight into what could come next.
Speaking to *Vanity Fair*, Stim explained that trademark conflicts like this are common, especially when a broad application is filed.
“The situation isn’t unusual. When people submit applications that cover multiple product categories, name clashes frequently occur,” he said.
One key detail, according to Stim, is that Meghan’s *As Ever* filing does **not** include a Class 25 designation—the category that covers clothing.
“She submitted an *Intent to Use* application, which means she doesn’t yet have trademark rights. To secure the trademark, she must produce and sell goods under that name within the designated categories,” Stim explained. “She has about two years to fulfill those requirements before the deadline expires.”
This isn’t the first time Meghan’s business venture has hit a roadblock due to trademark disputes. The initial launch of *American Riviera Orchard* was previously delayed for similar reasons, raising questions about whether this latest rebrand will proceed as planned or encounter further legal complications.
With legal experts now analyzing the potential conflicts, all eyes are on Meghan’s next move. Will her team be able to navigate the trademark challenges smoothly, or will another major announcement be required in the near future?
