The 'As Ever' Pivot: When Private Sanctuary Becomes Retail Showroom
In the exclusive realm of private members’ clubs, the value lies in discretion, exclusivity, and a deliberate separation from the transactional nature of the outside world. Yet, a recent event hosted by Meghan Markle for her lifestyle brand, American Riviera Orchard, at Soho House West Hollywood has raised eyebrows among members and observers alike, prompting questions about the evolving identity of the institution [1]. While the Duchess of Sussex describes the collaboration as a sentimental 'full circle' moment [3], a closer look reveals a growing tension between the club’s management decisions and its foundational ethos.
For both members and cultural analysts, the issue is no longer just about gaining access, but about what Soho House & Co. is offering once inside.
The 'Full Circle' Narrative vs. Commercial Reality
On a Thursday evening in West Hollywood, Meghan Markle unveiled her 'As Ever' product line - a phrase she has reportedly used to sign personal letters for years [3]. Dressed in a striking tuxedo-style ensemble, she mingled with a curated guest list in a space styled to reflect both her personal brand and the aesthetic of Soho House [1].
From a public relations standpoint, the messaging was carefully crafted. Meghan framed the event as a celebration of her deep ties to the venue, noting it as the place where she first met Prince Harry in 2016 and where her 'love story' began [3]. She also emphasized her connection to Markus Anderson, Soho House’s Chief Membership Officer, describing him as a key figure in both her personal life and business endeavors [3].
However, this personal narrative clashes with a more critical perspective on the increasing commercialization of the club’s identity. Reports of backlash highlight concerns from critics and former employees who view the event as a 'desperate' move for a brand striving to maintain its elite status [2]. Transforming a space synonymous with privacy into a platform for retail promotion marks a notable shift from the 'members-first' ethos that once defined Soho House & Co.
The Cronyism Controversy
A significant point of contention for members and industry observers is the role of Markus Anderson. As Chief Membership Officer, Anderson holds a pivotal position in shaping the club’s culture. Yet, his close personal relationship with Meghan Markle has fueled accusations of cronyism [2].
The 'As Ever' pop-up was not simply a celebrity booking a venue; it was an event seemingly enabled by top-tier management, blurring the lines between personal friendship and professional responsibility. Critics argue that allowing such personal connections to influence the club’s programming risks alienating the wider membership [2]. When management appears to prioritize the commercial interests of a select few, the core value of membership - rooted in neutrality and community - can feel diminished.
The 'Unofficial' Cost to the Brand
For investors and long-term members, this event acts as a gauge of the broader health of the Soho House brand. The criticism surrounding the collaboration points to a potential weakness: the perception that the club may be sacrificing its heritage for short-term commercial gains. A former employee, as cited in reports, underscored the negative optics of the partnership, suggesting a drift from the club’s original mission [2].
While Meghan Markle views the event as a harmonious blend of her past and future [3], the cultural response indicates a disconnect. If a private club begins to resemble a high-end retail pop-up, it risks losing the unique allure that justifies its membership fees. The 'As Ever' event might be a personal milestone for the Duchess, but for Soho House & Co., it poses a challenging question: Does the house remain a sanctuary for creatives, or has it transformed into a showroom for the well-connected?
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.
