Prince Harry and Meghan Markle’s latest effort to restructure their team and revive their public image has come under fire from royal commentators, with one expert calling their “Montecito court” a “final, desperate bid to save their brand.”
According to a report by the Mail, the Duke and Duchess of Sussex have overhauled their staffing model, mirroring aspects of the traditional royal household. Each will now reportedly have their chief of staff, with Prince Harry planning to launch a commercial venture akin to Meghan’s As Ever lifestyle brand.
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The move is seen as a strategic pivot to re-establish their reputation and credibility, following years of informal advisement and public fallout after stepping down as senior royals in 2020. However, not everyone is convinced by the strategy. Royal biographer and commentator Tom Bower voiced strong criticism, suggesting the Sussexes are attempting to imitate royal structures without the substance or history behind them.
“Undoubtedly, the Sussexes would like to rule over a ‘royal court’ from their Montecito mansion,” Bower told the Mail. “Nothing would give them greater pleasure than courtiers pulling their forelocks as they bow and scrape to please the Duke and Duchess.” But he was quick to dismiss the legitimacy of the restructuring.
“Rather, it’s a hugely expensive group of bureaucrats signalling the Sussexes’ final, desperate bid to save their brand,” he said. Bower also warned of the consequences if Prince Harry moves further into the commercial space. “If Harry follows Meghan to commercialise his title to earn some dollars, then his currently minimal chance of reconciliation and return to Britain will be extinguished,” he cautioned.
Meghan, who launched her As Ever lifestyle brand in April, has leaned more into the couple’s commercial freedom since leaving the royal fold. Her new Netflix cooking and lifestyle series, With Love, Meghan, has positioned her as a growing figure in the wellness and domestic lifestyle sphere. Harry, meanwhile, has been more focused on charitable initiatives, though reports suggest his new venture will place him more squarely in the business world.
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A spokesperson for the Sussexes commented on their evolving strategy: “The Duke and Duchess of Sussex have retained the support of Method Communications to support their growing business portfolio and philanthropic interests. Serving as an extension of the Sussex communications team, led by chief communications officer Meredith Maines.” As critics question their motives, the Sussexes appear committed to carving out a distinct post-royal identity—one that blends philanthropy with high-profile business branding.