Meghan Markle‘s As Ever is off to a good start. Set to debut its first collection in the spring, the lifestyle brand earned $10 million in media impact value from its sister project, the Netflix series “With Love, Meghan.” MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
A new report from Launchmetrics also points out that Loro Piana earned $1 million in MIV thanks to Markle’s quiet luxury style. In one of the episodes, the wife of Prince Harry embraced high-low dressing in a Loro Piana sweater, which retails for around $1,325, paired with pleated pants courtesy of Zara. The Spanish fast fashion retailer also profited from the show’s exposure, earning $973,000 in MIV.
Meghan Markle in a Emilia Wickstead dress and Mindy Kailing in “With Love, Meghan.”
Courtesy of Netflix
In another episode of “With Love, Meghan,” the Duchess of Sussex wore a cashmere boyfriend sweater by Jenni Kayne, earning the brand $497,000 in MIV, and a ship-print midi dress from Emilia Wickstead, one of her go-to brands, which earned $362,000 in MIV. The data was collected between March 4 and March 11.
Markle reintroduced her lifestyle brand As Ever on Feb. 18, promising to sell jams, herbal teas, cookware, home goods, linens and apparel. The label was initially launched in 2024 as American Riviera Orchard. However, the name ran into trademark issues — the U.S. Patent and Trademark Office denied Markle’s bid to use the name in a filing dated Aug. 31, 2024.
Meghan, Duchess of Sussex in “With Love, Meghan.”
COURTESY OF NETFLIX
“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” the Duchess of Sussex said in a video published on her Instagram account. “Then Netflix came on, not just as my partner in the show, but as my partner in my business which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”
On Wednesday, Markle announced the launch of “Confessions of a Female Founder,” a podcast created in partnership with Lemonada Media. It will be released on April 8.
