Harry and Meghan’s ‘corporate’ and ‘impersonal’ holiday card ‘promotes Archewell’ while Kate and William chose to share ‘special moment’, brand expert reveals

William and Kate sent out a ‘personal’ Christmas card that captured a ‘special moment,’ whereas Harry and Meghan’s message was ‘corporate’ and ‘not very aesthetically pleasing’ in comparison, a brand expert has said. 

The Duke and Duchess of Sussex, who reside in Montecito, were the first to release their holiday card on Monday via their non-profit organisation, Archewell. 

It featured six snapshots of the couple, many of which were taken during their outings such as on their tours of Colombia and Nigeria, alongside a family snapshot including Archie and Lilibet. 

William and Kate seemingly decided to wait until closer to Christmas to publish their heartfelt festive card, eventually posting it online at 2pm on Thursday.

It showed them in Norfolk, alongside their children Princess Charlotte, Prince George and Prince Louis. The image was taken from the video released by Kate in September which confirmed she would return to public duties following the completion of her course of chemotherapy.

But brand and culture expert, Nick Ede, said while the Prince and Princess of Wales‘s card came across as intimate, giving a touching insight into their family life, Harry and Meghan’s ‘lacked personal touch’. 

He told FEMAIL: ‘Harry and Meghan have decided to be more corporate as they want to build their Archewell brand and so this is a way of promoting it, as well as saying thank you. 

‘Their business is Archewell, unlike Kate and William, whose business is the royal family. [Harry and Meghan’s] is not a very aesthetically pleasing card either. It’s very corporate and not personal at all. You wouldn’t keep it, it lacks the personal touch.

The Duke and Duchess of Sussex’s card came across as ‘businesslike’ and ‘professional’ according to brand expert Nick Ede

Nick thought William and Kate’s picture was very personal and festive 

‘William and Kate’s is so much more personal and feels like a special moment captured and a card you would keep and feel privileged to have received.’

Nick added that the Prince and Princess of Wales have really stepped up their Christmas card game this year, by gifting the public a special snapshot of themselves as parents.

‘The Prince and Princess of Wales have really upped their game when it comes to their Christmas cards.

‘This year they have shown, once again, a candid photograph of the family and made it even more personal and profound due to the year that they have had to endure. 

‘Catherine has always been about putting her family first and the sense of togetherness comes across in this year’s card. The card is full of Joy and really resonates with fans of the family.’

Speaking in more detail about Harry and Meghan’s ‘professional’ holiday message, Nick said that the pair are probably going to send out a more family-orientated version to their closest pals.

He said: ‘The Duke and Duchess, on the other hand, have sent a card that is much more professional and businesslike and from the Archewell brand rather than them personally, although they will probably be sending personal cards to those closest to them. 

Prince Harry and Meghan Markle also have a second, private Christmas card for friends and family, it is understood. Pictured during their Colombia visit in August

The season’s greetings from the Archewell Foundation featured a photograph of the couple’s rarely seen children Prince Archie , five, and Princess Lilibet, three, for the first time in years

‘This card feels like it’s more like a branded card, highlighting themselves and who they are and the business they run. 

‘It’s lovely to see the children and their dynamic but it doesn’t feel as festive or as joyful as that of William and Kate.’

In the Prince and Princess of Wales’s card, they posted online and wrote: ‘Wishing everyone a very happy Christmas’ – with the words inside the card saying: ‘Wishing you a very Happy Christmas and New Year.’

Whereas, Harry and Meghan refrained from wishing people a Merry Christmas and instead used the phrase ‘Happy Holidays,’ in a bid to be more inclusive.

It read: ‘On behalf of Prince Harry and Meghan, the Duke and Duchess of Sussex, Archewell Productions and Archewell Foundation, we wish you a very Happy Holiday season and a joyful New Year.’ 

Body language expert Judi James previously told Femail that the greetings card offers a ’round robin’ of ‘the couple’s achievements’ this year, with several photos showcasing their travels and engagements with the public.

One picture of Meghan hugging a young girl during the Sussexes trip to Colombia this year, reminds ‘us of their glittering brilliance and their tactile, empathetic behaviours when hugging or touching people they have met on tours.’

The Prince and Princess of Wales in the original image, part of a video issued on September 9

Prince William, George, Charlotte, Louis and Kate during the ‘Together At Christmas’ Carol Service at Westminster Abbey on December 6, 2024 – the last time the family were seen

Meanwhile, with just one picture that includes their two children, Lilibet, three, and Archie, five – the pair remain vigilant in their ongoing ‘intentions in terms of privacy for their children’.

‘Ironically this photo places the viewer at such a distance that it looks like a paparazzi pic, as thought the couple are invading their own privacy here, but the sentiment from the body language is one of idyllic bonding that is equally shared.’

Though the Sussexses first Christmas card with Archie was ‘all about sharing with the viewer’, this years is a ‘complete contrast’ with only a faraway shot of the two children running into their parents arms.

Judi said: ‘Now, in a complete contrast, the two children are only seen from back view and instead of facing the world exploring, they are running into their parent’s arms in an expression of love and security.’

According to Judi the couple’s attempt to push a ‘more personal narrative’ appears ’emphatic’, with Meghan leaning in admiringly towards her husband on one photo – appearing ‘overcome with love’.

‘The gesture is reciprocated by a doting Harry who ‘reciprocates by kissing her on the head,’ she explained.

‘There is an image from one of their tenderest PDAs of the year, when Meghan leans back against her husband with her hands crossed on her chest, looking almost overcome with love, and Harry reciprocates by kissing her on the head, again in a more dominant, confident pose with one hand slung into his pocket.’

Also commenting on Kate and William’s card, Judi said it reveals the family ‘growing even closer together over the years’.

Prince Harry and Meghan are pictured at San Basilio de Palenque in Colombia 

Meghan presents her husband with a trophy at a polo game in April 

‘Their poses have been relatable to all parents of a young family and they are all aimed at the camera to wish their good tidings to every recipient,’ she added.

She described this year’s Christmas yard as ‘an almost nostalgic step back,’ stripping back their usual sophisticated stature, taking the family ‘back to those idyllic summer holidays when they all played together and had fun as a young family.’

Further, the choice to remember moments from Kate’s completing chemotherapy, reveals her ’emotionally complex’ state of mind in ‘a very personal message to the public’.

‘The body language looks spontaneous rather than posed with a card in mind. The family breakdown as in who poses where seems to have been decided naturally rather than the rather formally posed line-ups of the past.

‘There is almost no age definition here or pecking order, either. William and Kate sit with their children like their children. Support and protection signals look almost mutual.’

Judi also noted the importance of the children’s ‘touch rituals’, with Princess Charlotte sat in the middle of her mother and older brother, Prince George.

‘The way Charlotte has sat in the middle with her arms thrown out round both her brother’s and her mother’s neck suggests a desire to keep both of them as close as possible and to protect both of them, too.’

Equally, Kate’s pose reveals a loving and maternal stature as though a ‘mother hen, with one arm round her two eldest children and the other reaching out to Louis.’

Suggesting their marriage is as strong as ever, Kate also has her hands ‘resting on William’s thigh to show ongoing attraction and affection.’

Meanwhile, ‘William’s ‘wing’ arm is around Louis but his left hand cups Kate’s hip in a tender gesture of affection.’

‘Louis’s cheeky smile is in contrast to the other four, whose smiles are tempered smiles with a look of more reflective and even sad happiness, showing the emotions they must have shared over the last year.

‘Kate’s head is tilted and hers is the more wistful, thoughtful smile, while William, Charlotte and George loose any hint of ‘Say cheese!’ and show upper teeth, tight lips but also with a widening of the lips to signal happiness.’