Meghan Markle triumphantly unveiled the new name and logo of her lifestyle brand this week.
The Duchess of Sussex shared the update with her two million followers on Instagram with a video message.
The style in which Meghan chose to deliver the major update was unconventional.
When Meghan announced the previous name of American Riviera Orchard, it was done through a carefully produced promotion that included shots of her cooking and arranging flowers with the song I Wish You Love by Nancy Wilson as the soundtrack.
Meghan Markle triumphantly unveiled the new name and logo of her lifestyle brand on Tuesday.
Getty
However, one year later the Duchess of Sussex opted to reveal her new brand by posting a selfie-style video in her garden.
The laid-back video was supposed to look authentic. Prince Harry can be heard saying "it's recording" at the start of the video as he hands the Duchess of Sussex a phone.
The idea that Harry clicked record on one of their phones, just seconds before handing it over to his wife for her to spontaneously film the announcement, does not add up.
The video immediately cuts after Harry hands Meghan the phone before the duchess starts talking in a separately recorded scene.
The Duchess of Sussex shared the update with her two million followers on Instagram with a video message.
It is reminiscent of the video Meghan used to announce her return to Instagram, where Prince Harry films her running along a beach before writing the digits '2025' in the sand.
It was another failed attempt at looking candid, as viewers quickly spotted a previous '2025' drawn in the sand during the video which indicated Meghan and Harry had more than one attempt at capturing the moment.
When touching on why she pivoted away from American Riviera Orchard the Duchess of Sussex failed to mention the trademark issues she had faced surrounding the name.
Instead, she pointed to the fact the name "limited her" to producing products from within her area.
The video immediately cuts after Harry hands Meghan the phone before the duchess starts talking in a separately recorded scene.
However, within 24 hours of announcing the new name 'As Ever' and the logo for her lifestyle brand, Meghan found herself embroiled in further copyright issues.
Meghan has chosen a logo that depicts two hummingbirds around a palm tree for As Ever. It has a striking resemblance to the coat of arms of the Spanish town of Porreres.
The Mayor of Porreres confirmed the town is considering launching legal action regarding the Duchess of Sussex's logo.
Just hours later it emerged that there was already an independent clothing label named As Ever that trades in New York and New Jersey.
The designer of the clothing brand also stated that he was seeking legal advice following Meghan's decision to use As Ever as the name for her lifestyle brand.
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GB News understands that Meghan will not produce a clothing range as part of her lifestyle projects.
GettyWhen GB News approached Meghan's team for comment on the potential copyright issue surrounding the name of the clothing label, they declined to comment.
GB News understands that Meghan will not produce a clothing range as part of her lifestyle projects.
Meghan's search for authenticity and inability to find it has landed the Duchess of Sussex in hot water with the potential of two legal battles should the town of Porreres and the US clothing label choose to pursue action.
The Duchess of Sussex cannot afford to make another U-turn if her lifestyle project is to be seen as a credible brand. It would be untenable for Meghan to sell a further name change as anything other than poor planning and a failure.
