BRACE YOURSELVES EVERYONE...

Prince Harry and Meghan have launched their newly rebranded website.

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Archewell? That’s old hat.

It’s all about sussex.com. Yes that’s right, those royal titles that the Duke and Duchess of Sussex promised they wouldn’t use for commercial purposes are front and centre of the new rebrand, complete with Meghan’s royal coat of arms.

The regal blue home page (reminiscent of the actual Royal Family) trumpets the ‘Office of Prince Harry and Meghan, the Duke and Duchess of Sussex’.

Despite spending the past four years criticising the institution (and family) they left behind, you can’t help but feel that this is actually a royal rebrand.

The website even links to their old sussexroyal.com website that they were forced to abandon (interesting that they never shut it down) when the late Queen Elizabeth said they couldn’t use the word ‘royal’ to promote themselves.

As admirable as the achievements listed across nearly 1,000 words on their website are (Prince Harry a ‘humanitarian’; Meghan ‘one of the most influential women in the world’), they have so far meant little without their royal status.

And to accompany this royal rebrand is a quasi-royal tour.