The digital presence of the Duchess of Sussex is undergoing a significant “spring refresh,” as Meghan Markle has unveiled a new visual direction for both her personal social media and her lifestyle brand, As ever.
On Monday, May 11, Meghan Markle updated her Instagram profile picture for the first time since her return to the platform in early 2025. The update marks a departure from her previous aesthetic, signaling a more intimate and polished approach to her online brand identity.
The new profile image moves away from the black-and-white photography that previously defined her profile. In the updated shot, the 44-year-old Duchess is seen lounging in a patterned armchair, wearing blue slacks and a fitted white T-shirt. The setting is relaxed yet sophisticated, appearing to align with the “at-home” aesthetic her latest business ventures aim to cultivate.
A Shift Toward a Polished, At-Home Aesthetic
The change to her Instagram profile is not an isolated update; it coincides with a comprehensive redesign of the As ever website. The Duchess’s lifestyle brand, which focuses on homemaking, entertaining, and curated collections, has embraced a visual language centered on domestic elegance.
The redesigned website features new footage of Markle engaging with various products from her line. A featured video, which has also been shared on her Instagram page, provides a glimpse into the lifestyle the brand promotes. In the footage, Markle is seen performing various everyday activities, such as popping a raspberry into her mouth, assembling a basket of flowers, sitting on a kitchen counter, opening a jar of fruit spread, and placing a bookmark in a book.
This content strategy appears designed to reinforce the brand’s core values of finding “surprise and delight” in everyday moments. In a caption accompanying the update on Instagram, the brand stated: “Welcome to the World of As ever. What began with fruit from Meghan’s garden, simmered into preserves in her home kitchen, has inspired our curated collections to bring surprise and delight to your everyday….”
The Evolution of As ever
The lifestyle brand has been growing steadily since its initial launch. The As ever website first debuted in 2025, featuring a homepage image of Meghan alongside her daughter, Princess Lilibet. The brand’s narrative is deeply rooted in personal, domestic experiences—transforming simple elements like garden fruit into curated home collections.
By centering her brand around themes of homemaking and entertaining, Markle is positioning As ever within the lifestyle and wellness space, focusing on the beauty of the home environment and the ritual of daily life.
Key Takeaways: The Meghan Markle Brand Refresh
- Social Media Update: Meghan Markle changed her Instagram profile picture on Monday, May 11, moving from a black-and-white image to a more colorful, casual-chic look.
- Website Redesign: The As ever lifestyle brand website has been updated with new footage and a refreshed visual identity.
- Brand Focus: The brand emphasizes “homemaking and entertaining,” utilizing imagery of gardening, cooking, and domestic leisure.
- Brand Origins: The collections are inspired by Markle’s personal experiences, such as making preserves from fruit grown in her own garden.
As the Duchess continues to expand her influence through As ever, her digital updates suggest a highly intentional move toward a lifestyle brand that feels both aspirational and intimately connected to the home.
For more updates on celebrity business ventures and lifestyle news, follow World Today Journal. What do you think of Meghan Markle’s new brand aesthetic? Let us know in the comments below.
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