Meghan Markle Can’t Sell Clothes Under Her As Ever Brand

In a truly shocking move, Meghan Markle forewent the launching of her lifestyle brand under the name American Riviera Orchard and instead rebranded as As Ever.

While ARO only got a launch on Instagram and a logo during its shortlived run, As Ever has already debuted a website, along with a mood board teasing the greatest inspirations behind the brand.

There’s just one little snag; wherever inspiration takes Meghan Markle, it must not lead her down the path of fashion.

Meghan Markle’s As Ever Shares the Same Name With These Businesses

Meghan Markle’s new brand is suffering yet another blow and it’s still just a few days old.

The Duchess, 43, is finding it difficult getting her company off the ground, and the latest stepping stone on her path to Martha Stewart-grade greatness is a Chinese fast fashion company bearing the name ASEVER.

Per a report by Mail on Sunday, Meghan’s legal team filed documents at the US Patent and Trademark Office in October 2022 asking for permission to sell aprons and other clothing items.

This application was rejected due to similarities to the aforementioned Chinese brand. This basically means that fans can say goodbye to any dreams of buying clothing pieces from Meghan’s lifestyle brand.

The chinese fashion brand is said to supply high street stores in the UK, including H&M.

USPTO – which cited “clothing category Class 25” – said: “The marks are identical in sound and virtually identical in appearance and are thus confusingly similar for the purposes of determining likelihood of confusion.”
It added: “Registration of the applied-for mark is refused because of a likelihood of confusion.”

In January 2024, the Duchess’s legal team submitted an amended version of their previous application and it was approved. This does not, however, mean that As Ever is in the clear when it comes to the world of fashion.

Speaking to the Mail, a trademark lawyer said: “If she sells clothing under the As Ever brand she risks being sued.”
So I’m guessing she’ll stick to jams and kitchen items then. Speaking of which, a New York fashion line also bears the name As Ever and has been doing so for the last seven years.

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