Eric Charbonneau/Archewell Foundation via Getty Images Royal fans, rejoice - Meghan Markle is gearing up to release her new lifestyle brand! The Duchess of Sussex, 43, announced on February 17, 2025,

A small clothing company called As Ever has addressed Meghan Markle ’s decision to use the same name for her lifestyle brand. The Duchess of Sussex, 43, announced that she has renamed her lifestyle brand, American Riviera Orchard, to As Ever in a video posted to her Instagram account on Monday, February 17.

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Before Meghan Markle was a member of the British Royal Family, she had a lifestyle blog called The Tig. Now, in her post-royal era, Meghan Markle has As Ever, another lifestyle brand with a new name, which she says is sort of an extension of the blog. If you find yourself asking what that means, you’re not alone. But we’re here to help.

Duchess of Sussex Meghan Markle announced her lifestyle brand As Ever, and included a photo with daughter Princess Lilibet on the website.

Meghan Markle's rebrand was ruthlessly mocked on a podcast: "It was very white supremacist—was that why she changed it?"

Meghan Markle had a trademark request for her brand to sell clothing rejected due to fears it would create confusion with a Chinese company. The Duchess of Sussex is focusing on dried foodstuffs after an application to sell clothing under the brand name was rejected.