Latest Update: Meghan Markle’s Brand Rename – Insights from Her Lawyer

Meghan Markle stirred up some excitement this week by revealing the new name of her lifestyle brand. It was previously known as American Riviera Orchard, but now it’s called As Ever.

However, shortly after her announcement, it turned out that two other businesses already used the name As Ever. A clothing brand in New York and a wedding photographer in Arizona had been operating under that name for some time.

In her video, Meghan explained that she chose the new name last year. She felt American Riviera Orchard was too restrictive, as it limited her to products from her local area.

Interestingly, Meghan faced trademark challenges last year when a similar name to American Riviera Orchard was involved in a lawsuit against her. So far, she has not received any legal notices regarding her As Ever brand from these other businesses.

Intellectual property lawyer Richard Stim shared insights on the situation with Vanity Fair. He noted that name conflicts often happen when brands file broad applications for trademarks.

According to him, Meghan’s filing for As Ever does not include a registration for clothing, which falls under Class 25. She filed an Intent to Use application, meaning she won’t gain trademark rights until the brand is in use for sales. Meghan has about two years to make progress in this area.

Unfortunately, the brand launch faced delays before due to trademark issues. It’s uncertain if this new launch for As Ever will go smoothly or if further complications lie ahead.