Meghan Markle’s credibility as a lifestyle entrepreneur has come under renewed scrutiny after royal commentators criticised a video she released to mark her daughter Princess Lilibet’s fourth birthday, calling it a “weird” move that may further damage her evolving business image.
The Duchess of Sussex, who launched her lifestyle brand As Ever earlier this year, reportedly shared a video showing herself dancing in a hospital room while heavily pregnant, accompanied by Prince Harry, just hours before Lilibet’s birth in 2021. The clip was released on social media on the occasion of Lilibet’s birthday and has stirred mixed reactions.
Royal expert Richard Fitzwilliams described the gesture as “bizarre,” raising concerns about how it reflects on Meghan’s wider branding strategy. Speaking to The Express, he argued that while personal branding can be powerful, such unconventional moves risk undermining her efforts to be perceived as a credible figure in the business and influencer space.
“This gives an impression of a total absence of a serious business plan,” Fitzwilliams said, referring not only to the video but also to the inconsistent messaging around As Ever’s future.
Meghan had earlier suggested she would be “taking a step back” from the brand to reassess its direction, telling Fast Company that she wanted to “gather data and figure out what As Ever could be.” However, shortly after the pause announcement, she revealed that certain products would be restocked and that new items would be launched next year — a move that left many observers puzzled.
Royal watchers and industry insiders alike have questioned the coherence of her approach. “We were told its first set of products had been sold out, though sceptics wondered if this had been pre-arranged,” Fitzwilliams said. “She then announced a ‘pause’, to enable her to ‘step back’, but now she is apparently ‘restocking’ and launching some new products.”
The criticism comes as Meghan continues to navigate a post-royal career defined by sporadic ventures into media, wellness, and business. While her initial projects — including the Archetypes podcast and a Netflix deal — drew substantial attention, reactions to As Ever have been more subdued, with some branding experts pointing to a lack of clarity and direction.
Fitzwilliams warned that without a more structured approach, Markle may struggle to establish herself as a serious player in the influencer or lifestyle space. “If she wants to be an influencer, she must be taken seriously,” he said.
The Duchess has not responded directly to the criticism, though her recent interviews indicate she remains committed to expanding the brand and reshaping her public image beyond the confines of royal life.
