Meghan Markle’s latest business venture is making waves, and it is sure to stir up discussions within royal circles.
The Duchess of Sussex, 43, has officially launched an online shopping platform under her lifestyle brand, As Ever, featuring luxury fashion items carefully curated to reflect her personal style. Among the high-end selections are a £1,068 “Windsor” gown and a pair of £600 Saint Laurent sandals, further cementing Meghan’s influence in the fashion world.
Royal tradition has long dictated that working royals must refrain from commercial endorsements, a rule that played a significant role in Meghan and Prince Harry’s decision to step back from royal duties in 2020. However, Meghan’s new business endeavor seems to test the boundaries between personal branding and her royal past, raising questions about how closely her latest move aligns with royal protocol.
Unveiling the online collection to her 2.6 million Instagram followers, Meghan presented a selection of elegant pieces from renowned brands like Heidi Merrick, Reformation, and Saint Laurent. The launch was accompanied by a stylish video in which Meghan highlighted the sophisticated yet understated fashion choices available in her shop.
“Many of you have asked, so here you go! A little shopping to start the week,” Meghan captioned the post, signaling her enthusiasm for the project.
The shop features high-end wardrobe essentials, including a £600 pair of Saint Laurent sandals and a nearly £400 Maya Brenner necklace called The Happiness Retreat. Meghan’s influence on fashion trends remains undeniable, as the demand for the curated items was so intense that some third-party retail sites crashed due to overwhelming traffic from eager shoppers. This phenomenon, often referred to as the “Meghan effect,” demonstrates her lasting impact on the fashion industry.
With Meghan’s latest move into e-commerce, speculation is mounting over how the royal family will perceive this bold step. Given her continued global presence, Meghan’s ability to merge business with brand-building appears to be a powerful force—one that is unlikely to diminish anytime soon.