Just when you thought Meghan Markle had explored every possible avenue to establish herself as a lifestyle influencer, she’s back with yet another venture. This time, it’s under the puzzling lowercase name *as ever*.

On Tuesday, Meghan took to Instagram to unveil her new project with a video, announcing its launch in just two weeks—conveniently timed with her upcoming Netflix series, *With Love, Meghan*. But as always, there’s a twist.

In her signature cryptic style, Meghan revealed that she’s been sitting on the *as ever* name since 2022, waiting for the “perfect moment” to share it with the world. “I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment,” she declared, as if unveiling a groundbreaking discovery rather than another lifestyle brand.

She explained that *as ever* essentially means “as it’s always been,” a phrase that, much like many of her previous branding attempts, feels vague and uninspired.

Hours after her announcement, the *as ever* Instagram account posted its first image: a photo of Meghan pouring honey from an absurd height onto a croissant, with a dog sitting suspiciously close to the food and a table setting that left viewers scratching their heads. Let’s break it down:

1. **The Honey Drama**: Who pours honey from two feet above their food? Is this a new trend, or just an attempt to add unnecessary theatrics?

2. **The Dog**: Sitting right next to the food, staring longingly at the honey-drenched pastry. Hygiene, anyone?

3. **The Table Setting**: Set for two. What about her children? Do they not get breakfast, or do they eat in another wing of the Montecito estate?

4. **The Mysterious String**: A visible thread dangles from Meghan’s sleeve. An editing oversight or an intentional choice? Given her photographer’s track record, it’s likely the former.

5. **The Airbrushed Jam Jar**: A jar from her previous venture, *American Riviera Orchard*, appears with its label airbrushed out—presumably to avoid reminding people of yet another failed project.

From a business perspective, the launch raises several questions. Why announce a brand before securing the trademark? Has she learned nothing from the *American Riviera Orchard* debacle? Why post at the end of the business day, seemingly to minimize scrutiny? And why does this entire rollout feel like a glossy, secondhand imitation of what Meghan thinks wealthy, successful women do?

The photo itself is a disaster. The table is cluttered, the silverware is oddly arranged, and the overall aesthetic looks cheap. Who is this brand for? If Meghan thinks she’s targeting the elite, she’s mistaken. Wealthy individuals don’t need lifestyle advice from someone who can’t even get her Instagram branding right.

Meghan left the royal family for this? To promote a disorganized lifestyle brand that feels more like an Etsy mom’s side hustle than a high-powered business venture? The rollout is confusing, sloppy, and tone-deaf—but, in true Meghan fashion, it’s on brand.  So, what have we learned from the grand *as ever* launch?

– Meghan still hasn’t mastered the art of branding.

– Dogs at the table are unhygienic.

– Pouring honey from absurd heights is not a thing.

– That dangling string on her sleeve is going to haunt us all.

At this point, it’s safe to assume her next move will involve an inspirational candle line or a limited-edition collection of motivational journals. Because when it comes to Meghan Markle’s career trajectory, predictability is the only constant. Messy? *As ever*.