Meghan Markle launches lifestyle brand American Riviera Orchard

The Duchess of Sussex has revealed her next venture - a lifestyle brand entitled American Riviera Orchard.

Its official website launched on Thursday (UK time) urging supporters to sign up for more information and join a waitlist.

An Instagram profile was also launched with a video set to Nancy Wilson's song 'I Wish You Love' in which Meghan Markle arranges flowers, bakes in a kitchen and poses in a doorway in a ballgown.

There is little else to give more clues about what the brand will include, but it's expected to be the Duchess' attempt to take on American lifestyle queen Martha Stewart.

The Daily Mail reported the website's launch would coincide with the debut of a new cookery show featuring Meghan on Netflix. It is believed she will be making and selling her own products on the show and is expected to culminate in a book release. 

American Riviera Orchard's launch has been sharply criticised by some online.

"Should have called it Industrial Beige," one said on Twitter.

Another branded it "predictably pretentious".

One commenter said the video "looks like a horror film".

It is not Markle's first time dabbling in the world of lifestyle branding. She previously ran blog 'The Tig' in which she offered insights into her former life, including her relationship with her estranged father and best friend Jessica Mulroney. 

The Tig was described as her "passion project" after she launched it back in 2014, naming it after her favourite Tignanello red wine.

It was closed down shortly after she began dating Prince Harry.