The Duchess of Sussex is relaunching her own brand to reflect her most authentic self, so of course, she wants her loved ones to be part of the project with her.
This week on Instagram, Meghan posted a self-recorded video where she ran through her upcoming projects. In two weeks, she said, her Netflix show is coming out, and with it, her new lifestyle company. Initially, she reminded viewers, she had decided to call the brand 'American Riviera Orchard', to honour her Santa Barbara, California, roots. But soon, she realised she didn’t want to limit herself to only providing locally made products, so she landed on a name that is close to her heart: As Ever. Those who’ve been following the former actress for some time will know that she tends to sign her notes with that very phrase, “as ever, Meghan”.
The company’s page is now live with its new name: asever.com. While we are not able to explore the jams, candles and tableware that Meghan has to offer through her website just yet, the landing page does give us a sweet glimpse at the Duchess of Sussex’s life and what she stands for. The holding image is of Meghan and her daughter, Princess Lilibet, running freely in an expansive grassy field in matching white dresses. Meghan wears a long-sleeve maxi dress and loose, natural hair. Three-year-old Lili, meanwhile, wears a little sleeveless dress that flies with the breeze as she skips along with her mother.
“I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. ‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’” Meghan wrote on Instagram.
In the announcement video, the duchess was pared-back in an airy white button-up, classic blue jeans, a red heart-shaped necklace, a messy bun, and seemingly no – or very little – make-up.
“If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday,” she added.
