Meghan Markle and the Death of Discretion: When Club Culture Becomes Celebrity Endorsement
Soho House & Co., long a bastion of discreet creative networking, has drawn ire for hosting Meghan Markle's As Ever brand pop-up at Soho Home in West Hollywood. Announced in late November 2025, the collaboration - featuring honey, fruit spreads, and other lifestyle items - highlights a tension between the club's privacy pledge and its embrace of high-profile PR[1][2].
The Lede: A Pop-Up That Pops the Bubble
The event, touted as a 'full circle moment' by Markle - referencing her first date with Prince Harry at Soho House - positions As Ever within the club's design studio[3]. Yet, reactions paint it as a jarring shift: from understated elegance to overt commercialization. Critics argue it contradicts Soho House's no-photos, no-paparazzi vibe, turning sacred spaces into billboards for celebrity ventures[4].
Social media amplifies the discontent, with users labeling it 'lame' and a 'cop out.' One X post quipped: 'These pop-ups... in Soho House is lame because she has nothing to do with actually selling these products'[5]. Another lamented the limited access: 'That's bizarre. It's a home design studio mostly by appointment'[6].
Context: From Heritage to Hustle
Soho House & Co. built its reputation on fostering creative communities in heritage spaces, but recent moves suggest a pivot toward monetization. The As Ever pop-up, selling items like $14 jam, aligns with Markle's controlled brand rollout amid her Netflix ventures[7][8]. However, it echoes broader critiques of the club's dilution - overcrowding, membership freezes, and a shift from exclusivity to accessibility[9][10].
Reddit threads capture member-like frustrations: 'So she went full circle, from starting out at the new money club to... selling honey'[11]. Users decry it as 'meagre and unappealing,' with one noting, 'Meghan shouldn't be clapping. Nobody believes she ever feels anything like joy'[12]. Experiences highlight low traffic: 'I’ve been a guest to the pool... no one buys white-label jam at SoHo House'[13].
An Instagram reel testing the products adds to the mixed reactions:
Analysis: The Contradiction of Commercialized Privacy
At its core, the collaboration exposes Soho House's hypocrisy: promoting discretion while facilitating celebrity endorsements that invite scrutiny[14]. Markle's self-promotional video - featuring her 'seal clapping' - fuels perceptions of inauthenticity, alienating the 'creative class' who joined for genuine connections, not influencer tie-ins[15][16].
Backlash intensifies the brand dilution narrative. Short-sellers and analysts have long warned of overexpansion eroding exclusivity[17]. Here, the pop-up risks repelling core members: 'Having pop ups in SoHo Home... is something you’d see from someone making crafts in their kitchen, not a Duchass'[18]. If discretion dies, so might the club's allure - turning 'houses' into mere marketplaces.
This X post encapsulates the critique:
The Unofficial Angle: Alienating the Creatives
For insiders, this feels like a betrayal - Soho House once shielded from Hollywood's glare, now courts it. Members whisper of 'desperate times,' with the pop-up seen as ego-driven rather than strategic[19][20]. Prospective joiners beware: if celebrity stunts prevail, the 'creative soul' ethos may fade, leaving a shell of commercialization.
Disclaimer: This article is an independent publication. We are not affiliated with, endorsed by, or operated by Soho House & Co. Information is based on public sources and fair use principles for commentary and criticism. No endorsement is implied.
