The Duchess of Sussex has rebranded her lifestyle brand, formerly known as American Riviera Orchard, and launched a new Instagram account to mark the transformation

Duchess Meghan is trying on a new crown after leaving the British monarchy: American lifestyle maven à la Martha Stewart. Not everyone's convinced.

A small clothing company called As Ever has addressed Meghan Markle ’s decision to use the same name for her lifestyle brand. The Duchess of Sussex, 43, announced that she has renamed her lifestyle brand, American Riviera Orchard, to As Ever in a video posted to her Instagram account on Monday, February 17.

Before Meghan Markle was a member of the British Royal Family, she had a lifestyle blog called The Tig. Now, in her post-royal era, Meghan Markle has As Ever, another lifestyle brand with a new name, which she says is sort of an extension of the blog. If you find yourself asking what that means, you’re not alone. But we’re here to help.

Meghan Markle's 'As Ever' trademark application faced partial rejection by the USPTO due to similarities with the brand ASEVER.

Meghan Markle has been barred from selling any clothing under her new 'As Ever' brand because of the name's similarity to a cut-price Chinese clothing company.