Meghan's brand highlights Soho House presence after critics question collaboration

Days after Meghan Markle’s collaboration with Soho House was questioned by a royal commentator, the Duchess of Sussex’s As Ever Instagram account shared a fan-made video showing a Soho House location selling the brand’s products.

The post appeared to respond to claims by royal expert Kinsey Schofield, who suggested the Soho House presence was only a temporary pop-up.

While the brand did not directly address the criticism, the video highlighted the appeal of the As Ever display at Soho House, presenting it as a destination for visitors arriving from other cities, including New York.

The shared clip featured the Soho Home Studio at Melrose Place, with the visitor writing: “Straight from NYC to Melrose Place. Pulled up on @aseverofficial at @sohohouse because @meghan’s taste remains unmatched. A little pop-up stop to support thoughtful luxury. This is how you do LA.”

Although Meghan announced the collaboration some time ago, the partnership continues to attract attention, with some media outlets and critics offering mixed reactions.

Recently, in a video posted by Sky News on YouTube with the title "Meghan’s ‘lame’ Soho House collaboration fails to impress", royal commentator, Kinsey Schofield said:

"Have you ever seen somebody this seal clap for themselves as much as Meghan Markle does. She's constantly, constantly clapping for herself. But I think you are seeing Meghan Markle secure these lame popups and friendly spaces like Soho House and Godmother's Book Store in Montecito as opposed to big box stores like Target because she doesn't like people like me getting my hands on actual sales figures. Her friends will keep her failed business a secret."

She added, "I'm sure she is moving a little product but my spies tell me it's not much. Meghan still lives by the moto fake it till you make it. And that's never been evident in 2025."

Claims made by Kinsey Schofield could not be independently confirmed but people close to the Duchess of Sussex dismissed the allegations levelled by the royal commentator.