Meghan Markle’s As Ever brand is back in the spotlight, and the hate train is looking as loud as ever.
The Duchess of Sussex released a new promotional video for her lifestyle brand, and critics online wasted no time calling the whole thing “cringe.” The clip, featured on the As Ever website landing page and shared on Instagram, leans into a soft, polished lifestyle aesthetic: garden scenes, close-up shots of produce and flowers, and Meghan preparing and tasting products from the collection.
The brand is selling items like fruit preserves, tea, and scented candles. The video frames them inside a carefully styled world of home kitchens, soft light, neutral clothes, and quiet luxury.
Meghan Markle’s As Ever Video Gets Mocked Online
The caption on the joint Instagram post from Meghan and As Ever read, “Welcome to the World of As ever.”
It continued, “What began with fruit from Meghan’s garden, simmered into preserves in her home kitchen, has inspired our curated collections to bring surprise and delight to your everyday.”
The video showed Meghan in a series of minimalist, earth-toned outfits, including relaxed denim and a long white dress with a white jacket. The full look appeared designed to sell calm, domestic luxury.
That did not land with everyone.
Nancy from ‘TWiN TALK W/ The Sidley Twins’, a YouTube channel that covers pop culture and royal news, wrote on X, “There’s no way she’s being serious.”
Another user, Hanz from Fashionista Era, called it “another cringe performance by Meghan.”
“The editing was professional this time,” the user wrote. “The clothing is her usual neutrals, which makes it feel dull and boring.”
One critic was even blunter, posting, “The more she tries to look authentic, the more she fails.”
Fans Defend Meghan’s Soft Luxury Look
Not everyone joined the pile-on.
Some supporters praised the video and Meghan’s styling, calling her “absolutely stunning.” Another fan described the overall presentation as “very beautiful.”
That split reaction is nothing new. Almost everything Meghan posts now seems to trigger two completely different internet responses. Her fans see a woman building a lifestyle brand on her own terms. Her critics see another carefully managed reinvention.
As Ever, which debuted in 2025, presents itself as a curated lifestyle brand built around home goods, food products, and seasonal collections. Its branding relies heavily on natural imagery, domestic spaces, and soft luxury.
The Meghan Backlash Cycle Keeps Going
The As Ever clip comes after reports in March that Meghan’s lifestyle brand had ended its collaboration with Netflix.
That detail only added fuel to the reaction. Critics are already framing the video as Meghan’s next attempt to reset her image, while supporters see the brand as a natural extension of her interest in home, cooking, and hosting.
Either way, the response proves one thing: Meghan does not need to say much to dominate the conversation.
A short garden-heavy brand video was enough to set off another round of mockery, defense, and royal-adjacent debate. For As Ever, that may be the whole problem. Or it may be the entire marketing strategy.
