When Prince Harry and Meghan Markle left royal duties and moved to California, Queen Elizabeth requested they stop using the name “Sussex Royal.” They later adopted “Archewell” for their website and production company in honor of their son Archie.

Following King Charles’ coronation, the couple changed Archie and Lilibet’s surnames from Mountbatten-Windsor to Sussex. Meghan explained, “You have kids, and you go, ‘Now I share my name with my children’… it just means so much to go ‘This is our family name.’”

Archie wasn’t initially given a royal title due to royal convention. But after Queen Elizabeth’s passing, both children became Prince and Princess, titles their parents chose for them.

The couple also rebranded their website to Sussex.com. They believe the new identity will “unify” the family.

Reactions have been mixed. Critics say, “Instead of rebranding, I would like to see them actually accomplish something,” while others accuse them of seeking attention: “This pair will do anything to be in the limelight.”