Meghan Markle, the Duchess of Sussex, has not found peace since announcing the launch of her new lifestyle brand, “As Ever.” The initial vision for the brand focuses on items related to home decor, wellness, and lifestyle, aiming to bring a sophisticated and modern approach to these markets. However, the project, backed by the streaming giant Netflix, has quickly become embroiled in controversy. Recently, Meghan was accused of plagiarism after her brand’s logo and name clashed with two existing elements. The first accusation came from a vintage clothing store in New York City, also called “As Ever,” and the second from the Spanish town of Porreres, which claimed the design of the logo resembled the local town crest.
These accusations, which involve everything from intellectual property rights to commercial disputes, have once again placed Meghan at the center of attention for her ability to generate headlines. While she has attempted to distance herself from the celebrity controversies associated with the royal family, her new business venture is already facing criticism and doubts about its originality and the choice of visual elements. The name “As Ever,” registered by Meghan in 2022, was originally used by a small store owned by Mark Kolski in New York, specializing in vintage clothing. With the financial and institutional backing of Netflix, the Duchess is now facing challenges that may require careful legal and public relations strategies to resolve.
Meanwhile, the “As Ever” logo, which combines a palm tree and two birds, has sparked another controversy. The design was compared to the town crest of Porreres, a town on the island of Mallorca in Spain. Local authorities, including Mayor Xisca Mora, expressed concern about the potential violation of the town’s exclusive right to use its historic crest. For Meghan, these controversies might become yet another obstacle as she seeks to solidify her brand in the competitive world of lifestyle businesses.
The Dispute with the ‘As Ever’ Store in New York
The case involving the “As Ever” store in New York is particularly complicated. The brand was created by Mark Kolski, who has been running his vintage clothing store since 2017. The entrepreneur, who started his business with limited resources, now finds his brand name at risk of being confused with Meghan Markle’s new venture. Although Kolski did not formally register the name, he argues that his business has acquired the right to exclusive use of the name due to its long-standing presence and reputation built over the years.
Kolski revealed that in the 36 hours following the announcement of Meghan’s “As Ever” brand, his store received an influx of messages of support, but also concerns about brand confusion. “We are keeping a close eye on this. We have no affiliation with her project, but we are prepared to take the necessary actions,” he said in an official statement. The entrepreneur, known for running his store as a family operation, is unwilling to back down in the dispute. He believes that the disparity in resources between his business and Meghan’s does not diminish his rights over the name, which has been used in the niche vintage clothing market.
According to trademark experts, Kolski’s case against Meghan is not straightforward. In such situations, prolonged use of a name in a specific niche can grant the business owner what is known as “common law” rights to the name, even without formal registration. This legal concept, referred to as “prior use,” could be crucial in determining whether Kolski has the right to retain the “As Ever” name or if he will be forced to give it up to the Duchess of Sussex.
The Reaction from Porreres and the Dispute Over the Town Crest
Another issue surrounding Meghan Markle concerns the similarity between her brand’s logo and the town crest of Porreres, a town in Mallorca, Spain. The Porreres crest features a palm tree flanked by two birds, which has drawn comparisons to Meghan’s new logo for “As Ever,” which also depicts a palm tree and two birds. Porreres Mayor Xisca Mora has publicly commented on the situation, emphasizing the importance of the town crest as part of the cultural and historical heritage of the town.
Mora stated that the town is considering potential legal actions, although she acknowledged that the municipality has limited resources to pursue legal action against a public figure like Meghan Markle. Still, the mayor expressed a desire for the Duchess to reconsider her logo design, taking into account the town’s tradition and the value of the crest to the local community. The situation highlights a broader issue: how globalization and the widespread use of brands and symbols can lead to conflicts, especially when local cultural elements are used without due acknowledgment.
In a statement, Mora emphasized that the Porreres crest is an important symbol for the local community, and using a similar design could create confusion and harm the town’s identity. “The palm tree and birds are part of our history, and it is our duty to protect this heritage,” the mayor said. The comparison between the town crest and Meghan’s logo might not only be an aesthetic issue but also a concern about the preservation of local identity in the face of large international brands.
History of Controversies Involving the ‘As Ever’ Brand
Since the announcement of the relaunch of the “As Ever” brand, Meghan Markle has faced a series of legal and image-related challenges:
- February 2025: Meghan unveils the new brand logo, which is quickly compared to the town crest of Porreres, leading to accusations of plagiarism from local authorities.
- February 2025: Mark Kolski, owner of the “As Ever” store in New York, expresses concern about potential brand confusion due to the use of the same name by Meghan’s new company.
- February 2025: The mayor of Porreres, Xisca Mora, considers legal actions but acknowledges the city’s financial limitations in pursuing a lawsuit against Meghan Markle.
Key Points of Controversy
- Logo Similarity: Meghan’s “As Ever” brand design features a palm tree between two birds, resembling the Porreres town crest, which also displays a palm tree flanked by birds.
- Use of the Name ‘As Ever’: The prior existence of a vintage clothing store in New York with the same name raises questions about trademark rights and potential commercial conflicts.
- Reaction from Spanish Authorities: The mayor of Porreres expressed dissatisfaction with the use of a symbol similar to the town crest and is considering potential legal measures.
Meghan Markle’s Response and Legal Challenges
Amidst these disputes, Meghan Markle has chosen not to comment publicly on the plagiarism accusations or the comparison to the Porreres crest. While the name “As Ever” was officially registered in 2022, after shifting away from the original “American Riviera Orchard,” the Duchess has faced difficulties keeping the focus on her project without becoming involved in legal issues. In previous statements, Meghan has expressed that her brand aims to promote a healthy and accessible lifestyle for all and that she hopes the public will embrace her offering based on the quality and innovation of the products.
However, the current situation shows that Meghan is not only competing with other brands in the lifestyle market but also dealing with a series of legal and image-related obstacles that could affect her venture. With Netflix as her partner, the Duchess has the platform and resources to promote her brand. Yet, the escalation of legal disputes could lead to a loss of focus on the brand’s launch, making its growth and acceptance in the market more difficult.
The Impact on the Lifestyle Market and Future Projections
The launch of “As Ever” was seen as an opportunity for Meghan Markle to expand her influence beyond the monarchy and create her own lifestyle empire. The brand, which was carefully designed to offer high-quality products, aimed to connect Meghan to a broader audience interested in wellness, health, and style. However, the controversies surrounding the brand could affect public perception and the growth of the venture.
The lifestyle industry is highly competitive, with many celebrities and influencers launching their own brands in recent years. The competition is fierce, and creating a unique and authentic identity is crucial for long-term success. For Meghan, the legal issues and plagiarism allegations could harm her image and make it harder for her brand to gain traction. With the financial and institutional support from Netflix, she still has the resources to overcome these challenges, but time will tell whether the Duchess will be able to turn these controversies into a benefit for her brand.