Meghan's affiliate shop vs As Ever: Why she needs a clear branding strategy

Meghan Markle may be stepping up her digital game, but a PR expert says she’s walking a fine line that could confuse her fans – and jeopardize her brand power.

This week, the Duchess of Sussex launched a curated ShopMy storefront featuring her go-to fashion and beauty picks. 

It’s a carefully styled collection that channels “Meghan-approved minimalism” – but it’s also arrived just as fans eagerly await the official product drop from As Ever, the duchess’s much-hyped lifestyle brand. 

And that’s exactly where the problem starts, says Renae Smith, PR expert and founder of The Atticism.

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

“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,” Smith says.

From Sarah Chapman’s luxe face masks to Lotta Body edge control gel (for those slick ponytail moments), the ShopMy page reads like a Meghan mood board – but the expert argues the duchess should present it more as a side passion project, not a central sales platform.

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