Meghan Markle Steps Back From As Ever But Not Quite All the Way

“The team need to stop the As Ever brand from being a personality cult," Warren Johnson, founder of PR and influencer agency W Communications, told The Royalist,

Meghan Markle appears to be shifting strategy with her As Ever brand, slowly stepping back from putting herself at its center… Kind of.

The Duchess of Sussex made a different kind of post this week on the brand’s Instagram. Instead of featuring herself, a video showed lifestyle influencer Olivia McDowell assembling perfect cucumber sandwiches, spreading As Ever jam on a croissant, drinking As Ever tea, and lighting an As Ever candle, all in what was captioned her “3 summer hosting tips.”

At the same time, As Ever’s Instagram Story couldn’t quite stay away from its founder. Meghan linked to her personal account, where she shared a “photo dump” captioned “Springing into summer,” including images of her lying on the grass, nature shots, Archie playing with Prince Harry, onion-cutting, Lilibet’s T-shirt, and a hug with her husband, but, notably, no As Ever content.