Meghan, the Duchess of Sussex, has made a comeback to social media with a new project, as controversy continues to surround Catherine, Princess of Wales.
The royal has teased her new brand, American Riviera Orchard, hinting at a pivot to creating lifestyle content, with a new Instagram page.
The brand launch is Meghan's first social media post since 2020.
Here's what we know so far.
A mysterious Instagram launch
What do we know so far about American Riviera Orchard?
The answer is not a lot.
Neither the Instagram page nor the linked website provide many answers, but a short clip on the page's Instagram story can give us a few clues.
The story flashes through a vignette of scenes using a vintage camera filter, with the first showing a bouquet of white flowers, then a short cut-away of Meghan cooking in a kitchen.
Lastly, it flips to a woman in a ball gown, presumably Meghan, out in a courtyard.
The brand's name on both the website and Instagram is followed by the word "Montecito"—seemingly a nod to the celebrity enclave in Santa Barbara where Meghan and Harry now reside with their two children.
If you're not satisfied with those scant details, a dig into the US trademark office reveals a little more.
According to the awaiting application, the brand hopes to sell cookbooks, kitchenware (including silverware and kitchen linens) and variety of jams and fruit preserves.
The trademark was filed under a company called Mama Knows Best, which Associated Press says was registered in January in Delaware.
A fresh rebrand and social media return
The Instagram page also marks the first social media presence the Duchess of Sussex has had since 2020.
In 2019, Harry and Meghan formed their own social media presence and website, branding themselves as Sussex Royal — with the "Sussex" part coming from their Duke and Duchess titles.
However, the Sussex Royal Instagram account was not active for long, as Harry and Meghan stepped down as working royals in 2020.
Their old @sussexroyal Instagram account is still visible but hasn't posted anything since March 31, 2020.
Meghan closed her personal social media accounts four months before her May 2018 wedding to Harry.
Prior to royal life, Meghan also ran a lifestyle and food blog called The Tig until her marriage, making her brand foray a full circle moment.
In February, the couple launched their own website, sussex.com.
In a South by SouthWest (SXSW) panel last week, Meghan said she had faced online bullying during her two pregnancies.
"You really have to wrap your head around why people would be so hateful," she told the Texas audience.
"It's not catty, it's cruel."
Launch comes amid royal controversy
The brand launch comes at a time of increasing scrutiny over the whereabouts of Meghan's sister-in-law Catherine, Princess of Wales.
To mark Mother's Day in the UK, Kensington Palace released an image of the Princess of Wales with her three children.
It was the first official photo of Catherine since serious abdominal surgery at the start of the year and a public absence that fuelled online speculation.
But following accusations the image was manipulated, it was pulled by major news agencies.
Loading...The princess has since come out with a rare apology, saying the photo had been an "experiment with editing".
Still, her response hasn't helped to quell any speculation over the personal lives of William and Kate — which are now a trending topic on TikTok and late-night talk shows.