The ‘As Ever’ Rebrand: How Meghan Markle is Pioneering a New Era of Celebrity Lifestyle Brands
Forget the carefully curated Instagram aesthetic of yesteryear. A video of Meghan, Duchess of Sussex, dancing – and yes, even twerking – alongside Prince Harry has gone viral, coinciding with the rebrand of her lifestyle brand to ‘As Ever’ and the launch of her Netflix docuseries, “With Love, Meghan.” This isn’t just a celebrity pivot; it’s a calculated move signaling a fundamental shift in how public figures are building and monetizing their personal brands, and it could redefine the future of influencer marketing as we know it.
From Royal Restraint to Relatable Reels: The Evolution of Meghan’s Brand
For years, following their departure from royal duties in 2020, Meghan and Harry maintained a relatively guarded public image. The re-emergence with “With Love, Meghan” and the ‘As Ever’ brand represents a deliberate loosening of those constraints. The brand, initially inspired by Meghan’s pre-royal passions, is now leaning heavily into authenticity – and that includes showing the fun, unscripted moments of their lives. This strategy isn’t accidental. Consumers, particularly younger demographics, are increasingly skeptical of overly polished online personas. They crave genuine connection, and Meghan is tapping into that demand.
The decision to share intimate glimpses into their family life, like photos celebrating Princess Lilibet’s fourth birthday, while still maintaining a degree of privacy (faces are consistently obscured), is a masterclass in controlled vulnerability. It’s a tactic increasingly employed by celebrities seeking to build deeper relationships with their audience. This approach allows them to share personal moments without sacrificing the privacy of their children, a concern paramount for many parents in the public eye.
The Power of ‘As Ever’: Lifestyle Brands Beyond Product Placement
The ‘As Ever’ rebrand isn’t simply about a new name; it’s about a new philosophy. Traditional celebrity lifestyle brands often revolved around endorsements and product placement. ‘As Ever’ aims to be more holistic, offering a curated experience that reflects Meghan’s values and interests. This includes content, community building, and potentially, a wider range of offerings beyond tangible products.
This shift aligns with a broader trend in the creator economy. Successful influencers are no longer just selling products; they’re selling access, expertise, and a sense of belonging. ‘As Ever’ appears to be positioning itself as a destination for those seeking inspiration and connection, rather than just a place to shop. The Netflix show serves as a powerful content engine, driving traffic and engagement with the brand.
The Data-Driven Rise of ‘Authenticity’ Marketing
The emphasis on authenticity isn’t just a gut feeling; it’s backed by data. Recent studies show that consumers are 86% more likely to purchase from brands they perceive as authentic. Stackla’s research highlights the growing importance of user-generated content and genuine storytelling in building brand trust. Meghan’s strategy leverages this trend by showcasing her real life, flaws and all.
The Impact on Royal Branding
Meghan’s approach stands in stark contrast to the traditionally reserved branding of the British Royal Family. While the Palace maintains a formal and dignified image, Meghan is embracing a more relatable and accessible style. This divergence could have significant implications for the future of royal branding, potentially influencing how other members of the family engage with the public. It raises the question: can the monarchy adapt to the demands of a more transparent and digitally connected world?
The Future of Celebrity-Led Content Platforms
The integration of a Netflix docuseries with a lifestyle brand is a particularly innovative move. It demonstrates the potential for celebrities to create their own self-contained content ecosystems. This allows them to control their narrative, build a loyal audience, and generate revenue through multiple channels. We can expect to see more celebrities following suit, launching their own streaming platforms, podcasts, and online communities.
The success of ‘As Ever’ will likely depend on its ability to consistently deliver high-quality content and foster a genuine sense of community. Maintaining authenticity while scaling a brand is a significant challenge, but Meghan Markle has proven herself to be a savvy businesswoman and a skilled communicator. Her willingness to embrace vulnerability and connect with her audience on a personal level could be the key to unlocking a new era of celebrity lifestyle branding.
What are your predictions for the future of celebrity-led brands? Share your thoughts in the comments below!
