Meghan Rebrands to "As Ever"

And Netflix is her new business partner.

I can’t remember the exact day, but it was Sunday or Monday that an image started circulating on social media of what appeared to be a new brand from Meghan: “As Ever.” Apparently, it was from a Shopify landing page that had gone live by accident (who tracks these things to even know that?). The link was pulled, but social media was chattering about what appeared to be yet another new project from the beleaguered Duchess of Sussex.

Meghan didn’t keep us in suspense long. She took to her Instagram on Tuesday with yet another herkily-jerkily filmed video to explain that her business will launch simultaneously with her Netflix show, and that she has rebranded it from American Riviera Orchard to As Ever, which, she helpfully explained to the audience, means, essentially, “as it always has been.” Good thing she isn’t in the dictionary business.