Ivanka Ditching Donald Trump's Brand 'A Little Late ... Although It Makes A Lot Of Sense,' Says Expert

Some elements of this story were previously reported by Benzinga, and it has been updated.

Ahead of the 2024 Republican primaries, where former President Donald Trump is on the ticket, Ivanka Trump continues to distance herself from her father and the political scene.

While the most tangible proof of Ivanka creating space between herself from not only Donald Trump but also her brothers came in April (when Forbes reported that Ivanka had replaced most of her lawyers who are also representing her siblings in a lawsuit), Ivanka has also been rebranding herself on social media — a more symbolic show of separation from her father’s brand, according to Business Insider.

The move comes in stark contrast to Ivanka’s behavior during the lead-up to the 2016 presidential election and her stance during the four years her father served as president, whom she served as a member of his administration.

While Ivanka’s absence from her father’s 2024 campaign announcement was noticeable, she has also switched up what she posts on social media, preferring to show herself as a mother, wife and fashionista as opposed to a businesswoman and political appointee, according to the outlet.

Instead of posting pictures regularly to Instagram of herself in suits in front of American flags, Ivanka has been showing herself in prayer and at the beach and with her husband and children and wearing glamourous outfits.

Ivanka’s attempt at a rebrand could be “too little, too late,” according to attorney and legal analyst Andrew Lieb, who spoke to Business Insider last week. "It's a little late in the game for her to be rebranding, although it makes a lot of sense from a legal perspective. Having all of these people — when it comes to Trump, Donald Jr., Eric, and Ivanka — with the same lawyer, there could end up being conflict of interest issues," Lieb told the publication.

A Look Back At Ivanka’s Decision To Replace Her Lawyers

The former shoe designer has distanced herself from her siblings in a legal case accusing her, Donald Trump Jr., Eric Trump, their real estate firm and its top executives of increasing the values of the Trump family’s properties in order to receive financial benefits, according to Forbes.

Although all of the parties dispute the case against them, Ivanka replaced most of her lawyers, on April 28, Forbes reported.

Last September, New York Attorney General Letitia James filed a lawsuit alleging Donald Trump, his three oldest children with Ivana Trump and his businesses inflated property values to secure cheaper loans. The attorney general is asking the court to disgorge the $250 million in benefits that the Trump family received and restrict the family's ability to conduct business in New York.

After the lawsuit was filed, Don. Jr. and Eric hired Clifford Robert and Michael Farina to represent them. A month later, the attorneys notified the court that they would also represent Ivanka. At the time, Robert and Farina were serving as Ivanka's local counsel while working in conjunction with two Washington, D.C.-based attorneys whom she had hired independently.

Hints of a split between Ivanka and her siblings surfaced in March, however, when one of the attorneys representing only Ivanka requested a delay in the trial and argued that the complaint didn’t contain any allegations against her.

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