Au revoir, American Riviera Orchard. Meghan Markle, the Duchess of Sussex, has rebranded her fledgling company to As Ever just weeks after restarting her social media life under a new handle on Instagram.

Meghan, the Duchess of Sussex, is sharing new details about her lifestyle brand, including a new name, and debuting it alongside a photo with her daughter, Lilibet.

"This new chapter is an extension of what has always been my love language," the Duchess of Sussex wrote on Instagram.

Broadcaster Dee Dee Dunleavy discusses Meghan Markle rebranding American Riviera Orchard to As Ever amid backlash over the logo's striking resemblance to a coat of arms from a village in Mallorca.

Meghan Markle has relaunched her lifestyle brand under a new name, introducing a fresh new era that captures the brand's original bespoke charm. Taking a more personal branding approach, As Ever is a refined evolution complete with a sleek new crest and classy calligraphic wordmark that celebrates the Dutchess' creative side.

Why did Meghan name the brand As Ever? As she explained in her Instagram announcement, “‘As ever’ means ‘as it’s always b

Meghan Markle was "desperate" to reveal her new brand's name to replace American Riviera Orchard, a royal expert has said. Speaking to Express.co.uk, royal expert Richard Fitzwilliams suggested Meghan could have felt rushed to share the new brand name As Ever so that it could coincide with the launch of new Netflix series next month.