- Kate Middleton shared a photo of Prince William and their children to celebrate the prince's birthday.
- The photo was more relaxed and candid than the family photos they had previously released.
- Experts told Business Insider that the tone of the photo could help change the narrative around Prince William and Kate Middleton.
After months of turmoil, the tides finally seem to be turning in Prince William and Kate Middleton's favor.
After planned abdominal surgery in January, months of chemotherapy that began in February, and speculation about her health during her extended absence from public life, Kate made a grand return to royal duties when she attended Trooping the Colour on Saturday.
Her appearance marked the first time Prince Charles and Prince William have been photographed together in unison since 2023, and marked a change in the public image of the Prince and Princess of Wales.
The couple seemed to step up their momentum on Friday, when Kate celebrated Prince William's birthday by posting a stunningly natural photo of him and their three children to her social media channels.
The lighthearted photo was a welcome change from the more formal approach they'd adopted in previous PR strategies.
Kate and William shared photos of them with their children on the prince's birthday.
In the photo, Princess Charlotte, Prince William, Prince Louis and Prince George are seen jumping on the beach, each with a big smile on their face.
According to the caption on the photo, signed by Prince Charles himself, Kate had the picture taken in 2024.
“Happy birthday daddy. We all love you so much! Cx,” the caption read.
The background of the photo was similar to one Prince Charles and Duchess of Cambridge shared on Father's Day on Sunday, which showed Prince William holding his children and looking out to sea.
Prince William and Duchess Kate have not celebrated Prince Charles' birthday on their social media channels since 2021, and 2020 was the last time they marked the occasion with a family photo.
The photos they posted on Friday showed a goofy, carefree side of members of the royal family, especially Prince William, and stood in stark contrast to the posed 2023 Christmas cards and photos from Kate and Prince William's wedding.
The photo is sending out positive vibes at a time when the Royal Family needs it.
Prince William and Princess Kate have often taken a more traditional approach to their public image since becoming a public couple, following decades of royal custom, such as avoiding public displays of affection.
Since 2021, they've been trying to exude a more approachable image, but few photos have achieved that more than their latest post.
Eric Schiffer, chairman of Reputation Management Consultants, told Business Insider that the photo was a great PR move for Prince Charles and the princess.
“This photo shows strength, positivity and resilience,” he said. “It's a picture of a family that's united and strong despite the challenges, and it's an inspiring and uplifting picture of great strategic change.”
Royal watcher Kristen Mainzer told BI that the image particularly humanizes Prince William in a new way.
“I think it's a really fun photo that shows off a lot more of Prince William's personality than we normally see him in,” she said. “I love the fun energy of it and how everyone feels so alive.”
However, Mainzer added, “It would have been nice to have a photo with Kate in it.”
Kensington Palace has not released any new photos of Prince William and Kate together in 2024.
“At the end of the day, birthdays are about celebrating life, and his life is not just about being a father, but also about being a husband,” Mainzer said.
But Schiffer said presenting William as a parent first and foremost might be good in the long run.
It's a strong move to portray William as a devoted father.
By purposefully posting photos of just Prince William and the kids, Kate and William are sending the message that he is a father first and foremost, one who is committed to his children while their mother focuses on their health.
“I think it also highlights the fact that Kate doesn't have to do it all,” Schiffer said.
“William will embrace his role as a father and also make sure he has time for his daughter to deal with her health challenges. It's a mature message and one that will create an even greater connection with viewers,” he said.
“This highlights the fact that Kate has a partner who is a strong father and keeps her family uplifted and united,” he added.
Similarly, many may feel close to Prince William as a father and family leader, which makes him seem like a future king who is “caring, supportive of his partner and will do the same for his country,” Schiffer said.
Kate shared an update on her health on June 14, saying that she will be undergoing chemotherapy over the next few months but hopes to attend some royal events over the summer.
While Prince William will continue to represent the family alone for the next few months, Kate's latest photos help establish his image as a normal, loving father ready to defend the Welsh brand until his wife returns and shares the burden.
