Who's the real genius behind Meghan Markle's As Ever? - Film Daily

Meghan Markle’s lifestyle brand As Ever is being examined as a test case for how much creative control celebrity ventures truly have. The discussion centers on whether the Duchess of Sussex is the sole driver or if a small, strategic team—along with Netflix infrastructure—helped accelerate the brand’s rollout. Key milestones begin with the “American Riviera Orchard” launch in March 2024, followed by “As Ever” trademark and a relaunch under the simpler name in February 2025, framed as continuity from Markle’s earlier Tig-era work. Netflix’s Consumer Products Group handled manufacturing, licensing, and distribution, with both sides later describing a planned split in March 2026.