Meghan Markle warned of major brand risk after new online shop launch

Meghan Markle’s latest digital venture has already sparked buzz — and concern. 

The Duchess of Sussex recently launched a curated shopping page via ShopMy, showcasing her favourite fashion and lifestyle items, but PR experts are warning the move could backfire as she prepares to officially debut her new lifestyle brand, As Ever.

Taking to Instagram Stories on Monday, Meghan shared the link with the message: “Many of you have asked, so here you go! A little shopping to start the week. More to come.” The ShopMy storefront includes links to Meghan’s go-to wardrobe staples — from neutral-toned linen shirts and YSL slides to gold jewelry — totaling over £11,000.

But according to Renae Smith, founder of The Atticism PR agency, Meghan risks confusing her audience by blending affiliate curation with her upcoming branded product line.

Speaking to the Express, Smith warned: “Right now, she’s acting as a curator of other people’s products while simultaneously teasing her own brand. That could feel disjointed.”

She continued: “If I were advising her, I’d recommend clearly separating the two. Perhaps treating ShopMy as a ‘Meghan’s Picks’ or a casual side channel, while positioning As Ever as the serious, flagship brand. Without that distinction, she risks blurring the lines and diluting the messaging around both.”

The online shop, filled with minimalist, neutral-toned pieces, includes, an oversized white Reformation shirt (£128), a beige Uniqlo raincoat (£99.90), a gold Maya Brenner necklace (£383) — created with Meghan's Suits co-star and close friend, Abigail Spencer

The warning comes as Meghan builds anticipation for As Ever, which aims to offer homeware, wellness products, and more. But without clear branding boundaries, the duchess may unintentionally muddle her message.

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