Lady Amelia Windsor is 44th in line to the throne and has been dubbed the Royal Family’s “first influencer” – the 30-year-old enjoys a jet-setting lifestyle championing fashion and sustainable brands
Lady Amelia Windsor pictured at the Bora Aksu show during London Fashion Week in September 2025 at St Paul’s Church in London, England(Image: John Phillips/Getty Images)
Lady Amelia Windsor has been dubbed the Royal Family’s “first influencer” – and it’s 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, isn’t a working royal, meaning she’s free to attend whichever events she wishes and can manage her own social media platforms as she pleases.
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. He’s a second cousin of King Charles III.
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 – and now, she shares her commitment and interest sustainability and fashion on her Instagram page which, so far, 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’s 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.
Though such perks and experiences are all part and parcel of life as an influencer, this wasn’t the career path Lady Amelia originally envisioned for herself.
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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 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.