Meghan Markle’s highly curated lifestyle brand, As Ever, is reportedly struggling under the weight of public skepticism and criticism in 2025, with experts highlighting how her extravagant “Marie Antoinette” style and perceived lack of authenticity are severely damaging her reputation and business prospects.
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Behind the scenes, As Ever is described as a disaster by insiders who reveal that the brand lacks solid leadership, direction, and crucially, financial backing. Vendors have reportedly been stiffed as millions were spent on public relations without securing the necessary supply chains, sparking fears that the brand may already be sinking despite Meghan’s efforts to present it as a beacon of joy and wellness.
Critics argue that Meghan’s attempt to reinvent herself as a lifestyle guru clashes with the public perception of her as out of touch and overly focused on luxury. Highlights from 2025 have included controversial moments at Paris Fashion Week, where Meghan’s behavior sparked backlash, from sharing videos near Princess Diana’s tragic crash site to her alleged mocking of a faltering model on the runway.
Further criticism stems from Meghan’s public sharing of intimate home rituals like “healing blankets” and “rose and thorn” family talks, which many dismissed as pretentious or disconnected from average people's realities. Even lifestyle icon Martha Stewart reportedly took a cold view of Meghan’s foray into the lifestyle domain, indicating Meghan may lack the credibility and warmth needed to succeed in this sector.
Financially and reputationally, 2025 has been a downturn year for Meghan. High-profile projects, including her Netflix cooking series, have underperformed, feeding rumors that the Sussexes’ media empire is shellshocked amid growing family controversies and dwindling public goodwill.
Ultimately, Meghan’s “Marie Antoinette” lifestyle—characterized by luxury excess and a carefully staged persona—combined with questions about her authenticity, has created a perfect storm contributing to the decline of her brand and broader public favor.
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