Meghan Markle shared new footage from her As Ever pop-up at Soho Home in West Hollywood, extending the controlled rollout she’s maintained since coming back to Instagram at the beginning of 2025.
In the new montage, posted on Thanksgiving Day, the Duchess of Sussex walked through the Soho Home studio on Melrose Avenue, where As Ever products — including the brand’s Vintage Napa Valley Brut, honey, fruit spreads, mulling kits, candles and “flower sprinkles” — were arranged across a central display table. “So excited to introduce: @aseverofficial x @sohohouse,” she wrote in her caption, inviting followers to visit the space and adding, “Open to everyone, full collection available.”
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Markle noted that the pop-up sits in “my old stomping ground of West Hollywood,” and referenced her long personal history with the members-only club. “A brand, family and friends that have been part of my life for so long…and also a part of my love story with H (since our very first date was at a SH restaurant),” she wrote, echoing details Prince Harry shared in Spare about their first meeting at a Soho House location in London.
The update arrives during a period of heightened interest in Markle’s relationship with the Soho House network. In October, Markle had been offered a role as a global ambassador for the club. The timing also aligns with Soho House’s move back into private ownership and its effort to become more selective with membership.
For Markle, the pop-up also marks another milestone in As Ever’s public evolution. The brand — originally announced as American Riviera Orchard — underwent a rebrand after trademark complications early this year. Documents from the U.S. Patent and Trademark Office showed a partial refusal for clothing items under the As Ever name due to similarity with ASEVER; her legal team later removed apparel from the application, allowing the rest of the trademark to move forward. Markle addressed the rebrand on Instagram in February, writing, “I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into.”
The new video continues the communications approach Markle established in January, when she returned to Instagram with comments disabled. The setting, too, aligns with the founder-focused identity she has emphasized throughout the year. In March, she told People, “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great.”
With the Soho Home partnership now live, her As Ever rollout appears poised to continue at the same carefully measured pace.
More on Meghan Markle’s lifestyle brand journey:
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