Almost a year on from the launch of American Riviera Orchard, the Duchess of Sussex has announced a pivot, sharing via Instagram that her lifestyle brand will henceforth be known as As Ever. While the original name—a tribute to Santa Barbara—limited Meghan to marketing items grown or produced in that particular region of California, As Ever has more scope, she explains, for “so many more products that I just love that I use in my home.”
The phrase is also, of course, a reminder that hosting “has always been her love language,” with “food, gardening, entertaining, thoughtful living, and finding joy in the everyday” all central to The Tig when she launched it in 2014. “This is what I do, and I haven’t been able to share it with you in the same way for the past few years, but now I can,” she explained.
As for when As Ever products will actually be available to purchase: the first items in the range should debut on or around 4 March, when With Love, Meghan hits Netflix. In addition to hosting the show, the streamer is now a “partner” in As Ever, which means that the Duchess’s jams (and the like) will reportedly be on offer at Netflix House, an immersive pop-up and retail experience slated to take over shuttered department stores in two of the most popular malls in America: Galleria Dallas and King of Prussia.
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“Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set—and then walking around the corner to compete in the Glass Bridge challenge from Squid Game,” reads Netflix’s description of what’s in store at its houses. “After pretending to fight for your life, you’ve worked up an appetite and want to get a bite. You see a nearby restaurant with food inspired by Netflix shows from around the world; the meal is memorable, but you still want to buy some Stranger Things merch. Luckily, there’s a shop that sells that Hellfire Club T-shirt you’ve always wanted.”
With Love, Meghan—whose January release was postponed following the devastating LA wildfires—will consist of eight episodes, filmed largely at a Montecito farmhouse. Special guests will include chefs such as Roy Choi and Alice Waters along with various members of the Duchess’s inner circle, from fellow Suits alumna Abigail Spencer to Mindy Kaling. “She can do anything,” Kaling told Variety of Meghan while on the red carpet at the Golden Globes. “She’s just such a thoughtful, creative person with stuff, and she has a garden. She legitimately has gardens, so it was really fun for someone like me.”