On Friday, it was announced that Meghan Markle’s lifestyle brand, As Ever, would become fully independent, having previously been supported financially. Industry insiders believe being a celebrity alone “is no longer enough”.
Communications expert, Maya Riaz, has spoken about Meghan and Netflix parting ways. She said: “I have seen this so many times and it’d not be unusual if there is an element of damage control happening on both sides. The reality is that streaming platforms are becoming far more ruthless about who and what they invest in.
“Being a celebrity alone is no longer enough. Content has to deliver audiences, buzz and commercial return. If a project does not clearly do that, it’s sad but true that even very big names can find themselves vulnerable.”
Speaking of Netflix’s decision, the expert added: “I think it’s also important to mention that there is a wider fatigue around celebrity projects that feel more like personal branding exercises rather than compelling entertainment.
“If Netflix felt the concept behind As Ever did not translate into strong viewing or global appeal, it would make sense that they would stepped back from it.”
Both As ever and Netflix released statements confirming that the duchess’s brand would become fully independent. It follows last year’s announcement of a much watered-down relationship between the Duke and Duchess of Sussex and Netflix over producing TV series for the platform.
A spokesperson for As ever said it was grateful for the partnership with Netflix during the brand’s first year, adding: “We have experienced meaningful and rapid growth and As ever is now ready to stand on its own.”
Netflix said in a statement: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision to life.
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.”
The brand As ever, is best known for its products including jam, rosé wine, teas, and flower sprinkles.
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