Emma Brockes: Meghan’s rebranded herself – and it’s another valiant attempt to flog poshness to the little people

https://www.theguardian.com/commentisfree/2025/feb/19/meghan-markle-rebrand-as-ever-poshness (Unarchived)

https://archive.ph/do89J (Archived)

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Unfortunately for Princess Catherine's sister-in-law, the little people find her and her handbag to be insufferable twunts.

Some snippets:

The duchess and her husband, Prince Harry, have to do something and good luck to them, but it’s hard not to study the rollout of As Ever for signs of the widening gap between Meghan’s self-image and how the rest of the world sees her. 

What it must be like in Princess Catherine's sister-in-law's delulu head. I must say, the mind reels.

Still, I find myself sympathising with Meghan, who in her Instagram post and its accompanying video faces the stark challenge of having to pad out thin material. “This is what I do,” she says to camera, “and I haven’t been able to share it with you for the past few years, but now I can.” What is the “it” here, and what has stopped her from sharing it?

Good lord, Princess Catherine's sister-in-law is such. A. Loser.

The fact there is no story here makes Meghan’s insistence that she is getting in front of the story all the more enjoyable, but the more curious aspect of the announcement is the “you” to whom she refers and the idea she clearly has of her audience. 

It's funny because it's sad. 🤣

The new name is clearly a reach for something classier and more timeless than its predecessor, American Riviera Orchard, which sounded like a range of scented gift baskets you’d find at a discount shopping outlet, or the pair’s charity arm, Archewell, a play on their son’s name. Both brands have an aspirant lower middle-class vibe about them, which it would be rude to point out were it not for the fact that Harry and Meghan trade on class as part of their branding.

Oh, dear. Aspirant lower middle-class vibe. Not really in keeping with Princess Catherine's sister-in-law's luxury lifestyle mirage.

Which brings us to the duchess’s understanding of audience. Discounting the forfeiture of sympathy that comes with money and privilege, there is something akin to pathos in the video that I find painful to watch. Meghan’s aw-shucks, I-know-you-love-me tone assumes not only goodwill but abject fandom on the part of an audience which, I suspect, is at least 50% made up of those who regard her not only critically but with downright derision. It is hard to witness. “Sending lots of love,” she signs off with noblesse oblige and an almost charming dedication to what she imagines we think of her.

Mugsy, you're doing amazing, sweetie. 😉