Lady Amelia Windsor has been dubbed the Royal Family's 'first influencer' - and it is not hard to understand why. Being a working member of the firm brings with it many rules and obligations, with working royals forbidden from maintaining a personal social media presence or being seen to participate in brand promotions or political discourse online.
Generally, they run 'official' and typically staff-managed social media profiles to update the public on their royal engagements while preserving a robust sense of personal privacy. Lady Amelia, though, is not a working royal, meaning she is free to attend whichever events she wishes and can manage her own social media platforms as she pleases.
Early Life and Background
Born on August 24, 1995, Lady Amelia Sophia Theodora Mary Margaret Windsor is the daughter of George Windsor, Earl of St Andrews, and Sylvana Tomaselli, Countess of St Andrews. She currently sits 44th in the line of succession to the throne. Her father is the eldest son of Prince Edward, Duke of Kent, a cousin of Queen Elizabeth II, making him a second cousin of King Charles III.
Career and Influence
Lady Amelia's first foray into the spotlight was as a fashion model, making her runway debut for Dolce & Gabbana at Milan Fashion Week in 2017. Now, she shares her commitment to sustainability and fashion on her Instagram page, which has amassed more than 101,000 followers. While she may not be as immediately recognisable as Catherine, Princess of Wales or Meghan, Duchess of Sussex, she is undoubtedly carving her own public path.
The 30-year-old works as a freelance writer and charity ambassador and is a regular fixture at glamorous events, from upscale store openings and lavish lunches and brunches to coveted occasions such as London Fashion Week. She has even jetted off overseas with brands, most recently heading to Madrid with Spanish footwear label Flabelus, which specialises in handcrafted Mary Janes and flat shoes crafted from natural materials using traditional techniques.
Thoughts on Social Media
Though such perks and experiences are all part and parcel of life as an influencer, this was not the career path Lady Amelia originally envisioned for herself. Speaking to Grazia in 2018, she said her following had come about in a 'more organic' fashion. She explained: 'I am still getting to grips with it, learning how to use [Instagram] wisely and sensibly. Instagram is wonderful in so many ways, but it is also something that should be used with respect – for yourself and for other people. It is a learning curve for everyone, but it is an amazing force of creativity and imagination.'
Lady Amelia said she had 'been inspired a lot in so many different aspects of life through Instagram' but was keen to ensure she was not spending too much time on the popular social media platform. Of her approach to choosing what she will share online, the young royal added: 'I think it is nice not to reveal everything about yourself and keep a bit of mystery - also not put anything inappropriate. I would not want to advocate anything negative.'
Current Endeavours
Now, she continues to champion sustainable fashion brands and shares her passion for styling with her ever-growing following. In a recent Instagram post, she shared a carousel of images encompassing her time at the launch party for Selfridges' new 40 Duke, a personal shopping and 'highly curated, highly customised, highly entertaining' experience described by the company as 'the club for very very Selfridges people', alongside an event for designer Celia B.
