On February 18, Duchess Meghan officially announced that her American Riviera Orchard lifestyle brand was getting a new name. In a post shared to Instagram, the Duchess of Sussex revealed that her new brand will be called As Ever, in an effort to be more all encompassing, as she felt the original name might have been too limiting.
This meant that the Instagram account that was once under the American Riviera Orchard handle got a refresh and rebrand to the new name, and the posts that featured the logo for the lifestyle brand were removed. Instead, a new post hints that As Ever is set to launch Spring of 2025 with a lovely image featuring the head of the couple's Beagle Mamma Mia peeking at the treats on the table and a set up with jams, fruits and croissants. It's a simple but elegant image that hints at what is to come from the duchess.
Check out the post from As Ever and Duchess Meghan below:
But perhaps the most interesting news to come out of this rebrand on Instagram is the fact that the lifestyle brand is officially following just one account. Unsurprisingly, the only account that As Ever is following is that of Duchess Meghan. And in turn, Meghan's Instagram account is only following the As Ever account.
The As Ever Instagram account is only following Duchess Meghan
While the As Ever Instagram account might only follow one person, that doesn't mean that their followers count is low. Instead, it seems that there is a lot of interest in what As Ever will bring to the table, as it has already broken 650,000 followers (as of February 19, there are 656,000 followers). Interestingly enough, Duchess Meghan's personal Instagram account is currently over 1.9 million followers as of writing.
At this point, there is not a lot of content on Duchess Meghan's Instagram account, and of course there is only one post on the As Ever account. It should be interesting to see how the duchess builds both of these social media accounts as her new Netflix series drops and her lifestyle brand launches. Hopefully we will start to learn more about the plans for As Ever as we get closer to the official launch of the brand and her offerings.