Fans of Meghan Markle and her burgeoning lifestyle brand, As Ever, are eagerly awaiting October 28, 2025, following a mysterious “save the date” video released by the Duchess of Sussex. The captivating clip, showcasing Meghan walking through a sun-drenched orchard adorned with a high-fashion ensemble, signals a significant new chapter for the brand, which has already seen rapid success with its curated home and kitchen offerings.
The Duchess of Sussex, Meghan Markle, has once again piqued public interest with a subtle yet impactful announcement regarding her lifestyle brand, As Ever. On Thursday, October 23, 2025, a short, visually rich “save the date” video appeared on the brand’s official Instagram account, sending enthusiasts into a flurry of speculation. The message was clear: “save the date 10.28.25,” pointing to a significant revelation just days away.
A Glimpse into the World of As Ever: The Orchard Teaser
The cryptic video, characteristic of As Ever‘s established aesthetic, features Meghan Markle gracefully navigating a sunlit orchard. Dressed in a chic sleeveless black dress with a cream knit draped casually over her shoulders, she reaches towards a tree branch before the scene transitions to the brand’s distinctive logo. This emblem, an octagon framing a palm tree flanked by two birds, is followed by the words “as ever” and “save the date october 28th.” This visual storytelling maintains the brand’s familiar emphasis on natural light, soft focus, and serene outdoor settings, embodying “moments of shared joy” as described on its website.
What to Expect on October 28th
While the exact nature of the October 28th event remains undisclosed, industry observers and fans alike anticipate either a new product launch or a seasonal campaign. Since its debut in April 2025, As Ever has quickly established itself as a “curated lifestyle brand” specializing in home and kitchen products. Its initial collection, which included gourmet pancake and crêpe mixes, shortbread cookie mix, raspberry and apricot spreads, orange blossom honey, lemon ginger tea, and a Napa Valley rosé, famously sold out within hours, with subsequent restocks meeting similar demand, as reported by GB News.
The brand’s wine portfolio saw a significant expansion in August with the release of the 2024 Napa Valley rosé, a “light, fruit-forward blend” developed in collaboration with a Californian vineyard. Following the success of this and the 2023 Napa Valley rosé, a 2024 Marlborough Sauvignon Blanc was later introduced, with Meghan Markle proudly announcing, “we heard you missed us. we’re back …andwebroughtafriend.” This proactive engagement suggests a brand that listens to its consumer base and is poised for continuous innovation.
The Symbolism and Strategy Behind As Ever
The visual narrative of As Ever extends beyond mere aesthetics; it is imbued with personal meaning for the Duchess. The brand’s logo, featuring a palm tree alongside two hummingbirds within an octagon, carries symbolic weight. The palm tree is reportedly a nod to her Montecito home, while the hummingbirds serve as a heartfelt tribute to her husband, Prince Harry. This blend of personal connection with aspirational lifestyle imagery creates a unique appeal for the brand.
Meghan Markle has been strategically promoting As Ever, integrating it into her public appearances. Most recently, from October 13-15, she showcased her brand at Fortune’s Most Powerful Women Summit in Washington D.C. During a “fireside conversation” with Alyson Shontell, Editor-in-Chief of Fortune Magazine, Meghan openly discussed the challenges and triumphs of “navigating entrepreneurship in the public eye and building a brand that will endure.” This candid approach aligns with the brand’s focus on authenticity and shared experience.
Meghan’s Orchard Ensemble: A Masterclass in Quiet Luxury
Beyond the brand message, Meghan’s attire in the “save the date” video drew considerable attention, showcasing her signature “quiet luxury” style. She was seen in a black sleeveless midi dress, elegantly belted at the waist, paired with matching black leather boots. The standout piece was a salt-white cropped cardigan from Brochu Walker, draped effortlessly over her shoulders. This particular cardigan, which retails for $368.00, epitomizes understated elegance and practicality, as detailed by Harper’s Bazaar.
Her choice of accessories further elevated the look, with luxury pieces that hold significant personal and historical value. She wore a stunning Cartier Juste un Clou torque necklace, accentuated with 57 diamonds and valued at $18,700. This iconic piece, designed by Aldo Cipullo in 1970s New York City, is described by Cartier as “a piece that breaks through conventions, asserting the essence of its wearer. Original, independent, fearless, and free,” earning it the moniker “the jewel of a rebel.” Meghan has previously worn this necklace on several notable occasions, including a visit to Colombia in 2024 and at the Invictus Games in 2022.
Complementing the necklace was her beloved Cartier Love bracelet and her Cartier Tank watch, a poignant heirloom from Princess Diana’s collection. These consistent choices underscore Meghan’s thoughtful approach to fashion, blending high-end pieces with personal narrative.
Connecting with Fans: “Rose and Thorn” and Shared Joy
Hours after the teaser video’s release, Meghan Markle made a surprise appearance at Godmothers bookstore in Summerland, California. This informal engagement offered rare insights into her family life, revealing a sweet tradition she shares with Prince Harry and their children, Prince Archie and Princess Lilibet. Meghan spoke about their evening ritual of sharing their “rose and thorn” – the highlight and lowlight of their day – at the dinner table. She noted, “our daughter—she’s 4, and she’s a very strong personality and she’s incredible. And now she’s in this moment where I say, ‘what’s your rose and your thorn?’ And she goes, ‘my day was just a blast.’”
This anecdote, shared in a casual setting, resonates deeply with the “moments of shared joy” philosophy that As Ever promotes. It illustrates Meghan’s commitment to building a brand that not only offers curated products but also fosters genuine connections and celebrates the simple, meaningful aspects of life. As October 28 approaches, the anticipation for what Meghan Markle and As Ever will unveil continues to grow, promising another blend of sophisticated style, personal touch, and thoughtful engagement.
