Prince Harry and Meghan Markle’s latest decision to part ways professionally could see them face a major challenge, it has been claimed.

The Duke and Duchess of Sussex seem to have adopted a new strategy when it comes to promoting their interests recently – evolving individually, a PR expert has claimed.

Prince Harry made a string of solo appearances in New York, London and South Africa to champion causes close to his heart, while Meghan was snapped out on her own attending events relating to her own interests.

Now a PR expert suggested the Sussex couple were faced with two tough choices after their Sussex brand proved to lack “cohesive identity” – either carry on promoting it together or pursue their own interests solo.

Renae Smith, founder and director of the Atticism, told Express.co.uk that while their latest decision to go solo could benefit them in the long term, it could spark negative consequences in the short term.

She explained: “I think their decision to pursue individual brands could indeed work in their favour over the long term, although it’s bound to spark a fair amount of public speculation in the short term.

“From a PR perspective, this shift might allow each of them to create distinct brands that better reflect their different priorities and resonate more coherently with their individual audiences.”

She added that the Sussex brand failed to deliver and reach its true potential as it lacked “momentum and a cohesive identity” due to the couple’s “differing interests”.

Ms Smith said: “The Sussex brand has certainly faced challenges in maintaining both momentum and a cohesive identity. A big part of this difficulty likely stems from their differing interests, which don’t naturally mesh into one unified “Sussex” narrative.

“With the Sussex brand likely not having reached the impact they’d envisioned, this step toward individual brands may reflect a natural evolution. In some ways, that broader brand may even have become a burden, diluting the clarity and focus they both might need to connect more authentically with the public. By going solo, they can build brands that feel genuinely reflective of their own values, without the need to constantly align with each other’s interests.

“Public perception will be a critical factor in this shift, and I anticipate they’ll both face a lot of scrutiny in the near term.

“However, this approach could also offer them the pivot they need to build long-term, sustainable brands with real impact—brands that are more precise and authentic, which today’s audiences tend to respond to.”