Meghan Markle has unveiled a new Instagram handle for her brand after trolls scrambled to block the Duchess of Sussex.
The 43-year-old former working royal changed her brands Instagram account handle to ‘aseveroffical’, re-launching the account that was first made in 2024.
The account was previously called ‘americanrivieraorchard’, a handle that has now been taken.
Meghan announced the re-brand on Tuesday morning in a candid video to her 1.9 million followers.
Meghan Markle has unveiled a new Instagram handle for her new brand after trolls scrambled to block the Duchess of Sussex
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The duchess appeared not to have secured an Instagram handle, leading users to rush to claim potential names.
Two potential account names, ‘@AsEver’ and ‘@AsEverMeghan’ were taken.
The @AsEver handle is currently a private account with no profile picture or followers, whilst @AsEverByMeghan has just one follower but follows 10 accounts.
Several fan accounts have also emerged, including @AsEverMeghan, which follows South Korean boyband BTS but has no connection to the Duchess.
The duchess seemed to had not secured an Instagram handle
This social media challenge follows Meghan's recent return to Instagram on New Year's Day, when she reportedly paid to acquire the coveted @meghan handle.
Other variations like @As.Ever.Meghan and @AsEverMeghan2025 have also been claimed by fans.
The change comes just two weeks before her Netflix show "With Love, Meghan" is set to launch, with Netflix now confirmed as both a show and business partner.
"As Ever essentially means as it's always been," Meghan said, linking the brand to her previous lifestyle blog The Tig.
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Meghan Markle relaunched her lifestyle brand today with a new nameInstagram / @meghanMeghan explained the rebrand in an Instagram video, saying: "Last year, I had thought, 'American Riviera', that sounds like such a great name. It's my neighbourhood; it's a nickname for Santa Barbara, but it limited me."
The change comes just two weeks before her Netflix show "With Love, Meghan" is set to launch, with Netflix now confirmed as both a show and business partner.
Meghan added: "As Ever essentially means as it's always been," linking the brand to her previous lifestyle blog from 2014.
Patent applications reveal As Ever will sell a wide range of products including textiles, skincare, gardening tools and household scents.
