I have always suspected MM has been hunting for investors for As Ever for years - she was not going to risk pouring her own personal cash into it.
Its clear that tno As Ever infrastructure (staff, warehousing, distribution, marketing etc) has even got off the ground as any appointments for COO, CFO etc would have been announced as per Archewell.
I dont understand why As Ever could not just be called WLM - it would make sense from a seamless branding strategy.
I suspect the WLM series was to test the market interest in sales for any As Ever merch - and it looks like NF might stock minimal products via an instore concession stand just to save face.
I dont believe there is any commercial scope for her range of products - few aspire or respect MM as a personal brand - so her products would be expected to be fake, brittle, bitter, dull, beige.
Also a lauch is only one point in a product lifecyle - MM would need to run a weekly IG campaign to keep moving products beyond launch - like Gwyneth.