Sarah Ferguson, the Duchess of York and mother to Princess Beatrice and Princess Eugenie, is reportedly planning a major rebrand of her public image following years of controversy surrounding her and Prince Andrew.
According to a report from The Sun, via The Mirror, Ferguson is working with a high-profile “brand rescue team” to reinvent herself as a leading figure in the “female positivity” movement. The move is said to have been encouraged by her daughters, who are keen to see their mother rebuild her reputation after a series of public setbacks.
Royal expert Amanda Platell wrote in her column for Mail Online that Ferguson’s attempt at a comeback comes just days after she and Andrew were stripped of their royal titles, privileges, and homes. Platell noted that the former duchess is determined to restore her dignity and credibility through a complete personal and professional transformation.
“It seems Sarah has told her advisers that she wants to become ‘a leader of the female positivity world,’” Platell wrote. However, she also questioned whether Ferguson could realistically achieve that goal, pointing out that the space is already occupied by global icons such as Malala Yousafzai and former U.S. First Lady Michelle Obama.
“That space is currently occupied by the likes of Malala Yousafzai and Michelle Obama, not to mention hundreds of other distinguished women who have fought tirelessly for decades for the rights of women and girls and to protect them from abuse by men,” Platell added.
The rebrand comes at a time when Ferguson’s public image has been under intense scrutiny due to her long association with Prince Andrew, who has faced widespread criticism and legal troubles over his links to the late financier Jeffrey Epstein.
Earlier reports suggested that Ferguson is eyeing new “branding and commercial opportunities,” positioning herself as both “a mother and philanthropist.”
An insider told The Sun, “Sarah has always been a grafter and a hard worker and always finds ways of making money and getting out of a hole. She has expensive tastes and massive outgoings, but always found a way to make ends meet. Calls from brands may go unanswered right now, but she is still Sarah Ferguson and still a big name.”
Despite the challenges, the duchess is reportedly optimistic about her future. With Beatrice and Eugenie’s support, she hopes to rebuild her public persona and redefine herself as a figure of empowerment, resilience, and female strength — a mission she believes can help restore her place in the public eye.
