Luxury French brand Astier de Villatte has swiftly distanced itself from Meghan Markle following the fallout of her latest project, As Ever, which has reportedly led to a significant decline in sales.
The high-end Parisian ceramics and fragrance company had been linked to Meghan's new lifestyle brand, but sources now claim that the association has become more of a liability than an asset. After a wave of backlash surrounding As Ever, Astier de Villatte appears to have quietly severed ties with the Duchess of Sussex—seemingly overnight.
Reports suggest that the controversy surrounding Meghan’s lifestyle venture has had a direct impact on brands associated with her. Once celebrated for its elite clientele and artisanal craftsmanship, Astier de Villatte has allegedly seen a downturn in sales since its connection to As Ever became public.
Critics argue that Meghan’s brand, which aims to promote a luxury lifestyle, has struggled to resonate with consumers. Some industry insiders believe the backlash stems from skepticism over the authenticity and originality of her latest business move. The controversy has been enough for Astier de Villatte to take a step back, with sources suggesting the company has quietly removed any affiliation with Meghan to protect its reputation.
Since stepping away from royal duties, Meghan has ventured into various business projects, but not all have been met with success. As Ever was expected to be a major move into the luxury market, yet early reactions indicate it may not be the game-changer she hoped for.
The swift reaction from Astier de Villatte raises further questions about the viability of Meghan’s latest business endeavor. With brands already pulling away and consumer interest appearing lukewarm, some experts predict that As Ever could face an uphill battle in establishing itself as a credible luxury brand.
For now, it seems Astier de Villatte is making a clear statement—when it comes to business, association with Meghan Markle might not be the golden opportunity it once seemed.
