Harry and Meghan have shared their first Instagram glimpse of family life since relocating from California back to Britain, but PR experts say the "cosy" montage is really an attempt to relaunch a "wounded" brand after failing to achieve the stardom they sought in the US. Commentators argue the move signals that their American ambitions have stalled, with one describing their return as effectively "the kiss of death" for hopes of US celebrity status, while another suggested Harry's real commercial value has always remained in Britain.

The Duchess of Sussex posted a 34-second video montage to her 4.8million followers, featuring a Union flag and heart emoji, showing scenes of British autumn life including puddle-splashing, roaring fires, bike rides and country walks with their dog Pula, alongside children Archie and Lilibet. PR guru Mark Borkowski said the post was designed to show the couple happy to be "in the bosom of the autumnal British countryside", though he warned their brand now resembles "a glittering palace chandelier hanging by one screw". Reputation consultant Eric Schiffer said the pair had been "beaten like a rented mule" in the US and may only manage a "B-list" career there, while a source close to the couple maintained they were "happy to be back" despite recent tension with King Charles, who described them as "private citizens" no longer representing the monarchy.