Meghan Markle has shared a short “save the date” video on Instagram, captioned “Save The Date 10.28.25,” hinting at an announcement linked to her lifestyle brand As Ever.
The clip, posted on Thursday evening, showed the Duchess of Sussex walking through a sunlit orchard wearing a sleeveless black dress with a cream knit draped over her shoulders.
She could be seen reaching up toward a tree branch before the screen faded to the As Ever logo, a palm tree flanked by two birds inside an octagon.
This was followed by the words “As ever” and “Save the date October 28th.”
The short film maintains the brand’s familiar visual identity of natural light, soft focus and outdoor settings.
The footage does not specify what the date refers to.
However, it is expected to signal either a new product launch or a seasonal campaign.
As Ever, which Meghan launched in April 2025, describes itself as a “curated lifestyle brand” offering home and kitchen products.
Meghan Markle walks through orchard in cryptic video as Duchess issues 'save the date' message
|INSTAGRAM / @MEGHAN
Its first collection included a pancake and crêpe mix, shortbread cookie mix with flower sprinkles, raspberry and apricot spreads, orange blossom honey, lemon ginger tea and a Napa Valley rosé.
The initial release sold out within hours, and restocks throughout the summer drew similar demand.
The brand’s wine range expanded in August with the release of the 2024 Napa Valley Rosé, described as a “light, fruit-forward blend” made in partnership with a Californian vineyard.
Reports suggest further varieties may follow later this year.
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Meghan Markle's brand, As Ever, could be seen on display
|INSTAGRAM / @MEGHAN
As Ever’s website and marketing focus on themes of simplicity and connection.
It uses natural settings and handwritten script to promote what the brand calls “moments of shared joy.”
Meghan's video, posted on Thursday, appears to continue that approach, mirroring the soft, rural imagery used in earlier campaigns.
October’s event or product reveal will mark the brand’s first major update since the summer.
Meghan Markle wearing a sleeveless black dress
|INSTAGRAM / @MEGHAN
It follows a period of strong online engagement, with the official As Ever Instagram account now attracting 876,000 followers and regular reposts from lifestyle influencers.
No further details have been released about what will happen on October 28.
The teaser closes with Meghan walking away through the orchard as sunlight filters through the trees, a visual echo of the brand’s message of continuity and calm.