Lady Amelia Windsor has been branded the Royal Family’s “first influencer” - and it’s easy to see why. Being a working member of the firm comes with a lot of rules and responsibilities, with working royals not permitted to have a personal social media account, nor be seen to be engaging in brand endorsements or political commentary online.

Typically, they operate “official” - and usually staff managed - social media accounts to keep the public in the loop on their royal duties, while maintaining a strong sense of personal privacy. Lady Amelia, however, isn’t a working royal, so she’s able to attend any events she chooses and can operate her own social media channels as she sees fit.

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 is currently 44th in line of succession to the throne Her father is the eldest son of Prince Edward, Duke of Kent, a cousin of Queen Elizabeth II. He’s a second cousin of King Charles III.

Lady Amelia has cut her teeth working as a fashion model - making her catwalk debut for Dolce & Gabbana at Milan Fashion Week in 2017 - and shares her passion for sustainability on her Instagram page which, so far, boasts more than 101K followers.

Though she may not be as instantly recognisable as Catherine, Princess of Wales or Meghan, Duchess of Sussex, she’s certainly making waves of her own.

The 30-year-old works as a freelance writer and charity ambassador and is regularly photographed at glitzy events like swanky store openings; enjoying boujee lunches and brunches; attending coveted and esteemed events like London Fashion Week; and even

jetting off abroad with brands, as seen on a recent trip to Madrid with Spanish shoe brand Flabelus, which offers handmade Mary Janes and flat shoes made with natural materials and traditional techniques.

Though these exploits and experiences are par for the course in the world of influencers, this wasn’t a line of work Lady Amelia originally intended to pursue.

Speaking to Grazia in 2018, she said her following had come about in a “more organic” fashion. She explained: “I’m still getting to grips with it, learning how to use [Instagram] wisely and sensibly.

“Instagram is wonderful in so many ways, but it’s also something that should be used with respect – for yourself and for other people. It’s a learning curve for everyone, but it’s an amazing force of creativity and imagination.”

Lady Amelia said she’d “been inspired a lot in so many different aspects of life through Instagram” but was keen to ensure she wasn’t spending too much time on the popular social media platform.

Of her approach to choosing what she’ll share online, the young royal added: “I think it’s nice not to reveal everything about yourself and keep a bit of mystery - also not put anything inappropriate. I wouldn’t want to advocate anything negative.”

Now, she continues to advocate for sustainable fashion brands and shares her love of styling with her growing audience.

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”; as well as an event for designer Celia B.