Ivanka Trump’s image has evolved as she has distanced herself from her father’s company, but she hasn’t altered her name. Despite the revival, Donald Trump’s eldest daughter remains closely involved in his businesses—and legal difficulties.
Ivanka’s Instagram page now features family photos, gorgeous clothing photos, and memorials to her late mother.
On Mother’s Day, the former entrepreneur and presidential advisor was seen at synagogue and the beach with husband Jared Kushner and their children.
Ivanka’s words make the gap real.
In November, Ivanka said she was “done” with Capitol drama and “would never go back to being her father’s adviser.” She skipped her father’s 2024 presidential announcement days later.
She stopped talking politics and started tweeting prayer photos.
Ivanka briefly spoke out after her father was indicted for hush-money payments to porn actress Stormy Daniels to cover up their romance.
“I love my father, and I love my country,” she declared on social media, according to The Times of Israel. “Today, I hurt for both. I appreciate the support and concern from all political parties.”
Ivanka’s legal distancing from the Trump family has grown beyond public appearances and political support. Forbes reported in late April that Ivanka fired her counsel in New York Attorney General Letitia James’ fraud case against her and her brothers. Eric and Don Jr. retained representation.
Ivanka, her brothers, father, and two other Trump Organization officials are being sued for $250 million for misrepresenting property valuations on official records for financial advantage.
In a request to delay the trial, her new lawyers said the fraud suit “does not contain a single allegation that Ms. Trump directly or indirectly created, prepared, reviewed, or certified any of her father’s financial statements,” adding that “other individuals were responsible for those tasks.”
Ivanka’s lawyers didn’t immediately reply to Insider’s inquiry.
Although legal, her rebranding is late. “Having all of these people—Trump, Donald Jr., Eric, and Ivanka—with the same lawyer could lead to conflict of interest issues,” attorney and legal commentator Andrew Lieb told Insider.
Lieb added: “I think there’s probably something going on here where there’s infighting because I find that families all love each other until they’re all liable for $250 million.”
‘She’s a Kushner’
A crisis communications expert familiar with Ivanka’s situation told Insider that she and her husband have “maintained a separate position” from the rest of the Trump family for several years. The distance doesn’t mean she’s not supportive of her father, but their closeness does impact her reputation.
Ivanka was “not part of the presidential announcement, so there’s definitely a significant difference between them, but I think the reality is you have the same name, so there’s going to be an association,” the crisis communications specialist added. “As he’s running for office, that association is going to be a relevant factor in people’s perceptions.”
He told Insider that her father’s legal struggles will continue. He noted that while Ivanka should focus on her family, philanthropy, and issue advocacy, many would doubt she can entirely disconnect.
Right now? As long as her father is a potential presidential contender, “most people are not going to care what she does,” he added.
“But at some point, he will no longer be a viable candidate,” he said. “That’s when I think people will start to pay attention and they’ll be a little more open-minded because the fear and loathing that’s associated with him among a portion of the population trumps any of the positive things that she’s been doing.”
Lieb told Insider After losing business partnerships and friends and moving to Miami after Trump’s term, Ivanka’s shift toward her husband’s family and away from her father’s brand may be a social repositioning.
“My gut feeling is she’s a Kushner,” Lieb added. She’s not 100% Trump. Jared has his own universe and orbit, and we all know about his father’s troubles, but it’s more steady and less noticeable. She has her kids and family, and the Kushners are busy. That’s another universe.”