Meghan Markle Reinvents Her Lifestyle Brand: Meet As Ever

After much anticipation, Meghan Markle has officially reintroduced her lifestyle brand under a new name: As Ever. This marks a fresh chapter for the Duchess of Sussex as she refines her vision for a brand centered around bespoke creativity, authenticity, and everyday joy.

A New Name, A New Era

The launch of As Ever comes after Meghan’s initial lifestyle venture, American Riviera Orchard, faced a trademark rejection in September. Rather than reworking the original concept, Meghan chose to start anew with a simpler, more personal brand identity. The result is an elegant and heartfelt reimagining of her passion for food, gardening, entertaining, and mindful living.

Announcing the brand’s revival on Instagram, Meghan shared: “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.” Her statement underscores a return to her roots in lifestyle content, reminiscent of her days as the founder of The Tig, a popular blog she ran before her royal life.

A Sophisticated Yet Warm Aesthetic

Visually, As Ever embraces a minimalist yet refined aesthetic. The brand’s wordmark logo features soft, handwritten calligraphy, exuding an elegant and romantic feel. Meanwhile, the brand’s crest design incorporates delicate illustrations of two hummingbirds and a palm tree, creating a timeless and tranquil symbol of nature.

One of the most captivating images featured on the As Ever website shows Meghan and her daughter, Lilibet, running through a sunlit Californian garden. This imagery reflects the brand’s core values: a celebration of nature, family, and finding beauty in life’s simple moments.

Photo Credit: AsEver.com

A Passion-Driven Brand with a Bespoke Touch

Despite the setbacks with American Riviera Orchard, Meghan has crafted a brand that feels more fluid and adaptable. By stripping away excess and focusing on the essence of thoughtful living, As Ever shines in its simplicity while maintaining a sense of class and purpose. The brand is a reflection of Meghan’s dedication to mindful, intentional living, bringing together elements that truly resonate with her audience.

With As Ever, Meghan Markle is proving that sometimes, a fresh start is the best way forward. While details on product offerings remain to be seen, one thing is clear: this brand is a labor of love, designed to bring warmth, elegance, and inspiration into everyday life.