Lady Amelia Windsor, 44th in line to the throne, has been dubbed the royal family’s first influencer, fuelled by her passion for fashion and forays into modelling
Lady Amelia Windsor has been labelled the Royal Family’s “first influencer” — and, given her glamorous lifestyle championing fashion and sustainable brands, it’s not hard to see why.
Being a working member of the firm brings with it many rules, responsibilities, and obligations, with working royals forbidden from having a personal social media presence or being seen to engage in brand endorsements or political commentary online.
Traditionally, royals have relied on official — and often staff-run — social media accounts to share updates on their public duties while keeping their private lives largely out of the spotlight. But as the thirty-year-old is not a working royal, she has the freedom to attend events of her choosing and manage her own social media presence on her own terms.
Posting under the handle @amelwindsor, the 30-year-old has gained more than 100,000 followers, cultivating the image of a polished fashion influencer and using her platform to promote sustainable fashion and eco-conscious style.
Indeed, Lady Windsor is no stranger to the spotlight, having made her debut as a fashion model on the runway for Dolce & Gabbana at Milan Fashion Week in 2017.
Named the “coolest royal” by Tatler in 2016, she has interned for Chanel, Azzedine Alaïa and Bulgari, walked twice for Dolce & Gabbana, and appeared on the covers of Vogue Japan, Tatler and HELLO! Fashion.
Born on August 24 1995 in Cambridgeshire, Lady Amelia Sophia Theodora Mary Margaret Windsor is the daughter of George Windsor, Earl of St Andrews, and Sylvana Tomaselli, Countess of St Andrews.
After attending St Mary’s School in Ascot, she read Italian and French at Edinburgh University, and was signed by Storm Model Management in her second year.
Alongside her work as a freelance writer and charity ambassador, the royal has become a familiar face at glamorous functions, regularly attending high-profile events ranging from luxury store launches and exclusive lunches to sought-after occasions such as London Fashion Week.
She has also travelled internationally with fashion brands, most recently visiting Madrid with Flabelus, a Spanish label known for its handcrafted Mary Janes and flats made from natural materials using traditional techniques.
Her most recent post on Instagram shows her out and about in a striking strappy, floor length dress, with a drink in hand, captioned, “boogie at the @britishvogue @netflixuk party, a visit to the @elveev_london pop up, breakfast with @brorafashion and a trip to the cinema with @fashionphilecollective.”
Typically, such events and trips are part of everyday life for influencers, but this wasn’t a career path Lady Amelia originally intended to follow.
In an interview with HELLO! Fashion, lady Amelia revealed that her love of sustainable fashion grew while at university.
“That literally is all I wore, it’s the excitement of it – and it became a bit of an obsession. I just love the fact that you never know what you’re going to find. Portobello market I love, it has such a great atmosphere and all the sellers have known each other for years. And now, obviously, you have online as well, with Depop and Vestiaire,” she said.
When partnering with brands, Lady Amelia has said she prefers to work with labels that align with her environmentally conscious values, including Pretty Ballerinas, Penelope Chilvers, Been London, Brora and Alexander Clementine, with whom she collaborated on a seaweed-based underwear collection.
The royal has donated a percentage of profits from each to charity. “I mean, it’s just a small way of giving some money to help,” she told HELLO! Fashion. And through her charitable work, the Cross River Gorilla Project approached Amelia, “They very kindly asked me to be their patron which was a huge honour”.
Today, Lady Amelia continues to champion sustainable fashion and share her styling inspiration with her growing online audience. While she may not command the same level of global recognition as Meghan, Duchess of Sussex or Catherine, Princess of Wales, she is steadily carving out a distinct public profile of her own.
