Meghan Markle‘s As Ever has been off to a good start via WWD . Set to debut its first collection in the spring, the lifestyle brand has gained $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 reveals that Loro Piana generated $1 million in Media Impact Value (MIV) due to Meghan Markle’s embrace of quiet luxury style. In one episode, the Duchess of Sussex donned a Loro Piana sweater, priced at approximately $1,325, paired with pleated pants from Zara. The Spanish fast fashion retailer also benefited from the exposure, earning $973,000 in MIV.
In another episode of “With Love, Meghan,” the Duchess wore a cashmere boyfriend sweater by Jenni Kayne, which brought the brand $497,000 in MIV, along with a ship-print midi dress from Emilia Wickstead, one of her favorite designers, earning $362,000 in MIV. The data was collected between March 4 and March 11.
Markle has 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.
“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.
