Prince William’s new ‘polished’ and ‘statesmanlike’ birthday portraits emphasise ‘duty and leadership’ – and separate him from ’emotional and informal’ Meghan and Harry says expert

The portraits released to mark Prince William’s recent 43rd birthday were notably different to the image shared last year – and this was no accident according to a branding expert.

Culture and branding expert Hayley Knight exclusively told FEMAIL that the contrast between the Prince of Wales’ 2024 and 2025 portraits was ‘stark’ – and she believed there were several reasons for this. 

This year’s first portrait was released by King Charles and Queen Camilla (via the official Royal Family social media social channels).

It showed the heir looking pensive as he posed outside, sitting in a field of grass in a rural setting. His facial expression was calm and thoughtful, and his ensemble smart but lowkey.

He wore a button down pale blue shirt paired with navy slacks, and a quietly elegant silver-coloured wrist watch. With a neatly trimmed short beard and short hair, he looked age appropriate, but presented an understated gravitas.

The photo was accompanied by a simple caption which read: ‘Happy Birthday to The Prince of Wales!’.   

This image was followed by a photograph shared by his wife Catherine, 43, via the Prince and Princess of Wales social media channels.

The snap shared some similarities to the one shared by the King – like that photograph, it was taken outside.

The photo shared by the Royal Family on Saturday was accompanied by a simple caption wishing William a happy birthday

It conveyed a similar casual, yet dignified air. William’s ensemble was similar, this time wearing  jeans paired with a long-sleeved green button down shirt, and the same (oe a similar) understated watch.

This photo showed William sitting in a field, while playing with a group of small puppies, whose mother is believed to be Orla, the Wales’ family dog.

It was accompanied by a caption from the Princess of Wales and other members of their family, which said: ‘Happy birthday! Love C, G, C, L, Orla and the puppies!’

Last year, Catherine delighted royal watchers with the photo she shared to commemorate her husband’s birthday.

The fun portrait showed her husband excitedly leaping in the air with his three children. 

It showed the family dressed in casual clothing – with William sporting a hoodie and shorts – as they grinned mid pose for the snap, taken by Kate in Norfolk in May 2024. 

Kate accompanied it with a caption that read: ‘Happy birthday Papa, we all love you so much!.’

Speaking to FEMAIL about last year’s image compared to theose released this year, branding expert Hayley Knight said: ‘There is a stark contrast between Prince William’s birthday photos this year, compared to last year, and I believe he has done this for several reasons.’

Last year, Kate shared a fun portrait showing the heir to the throne leaping in the air with his three children as they all jumped

She explained: ‘These new photos, compared to last year’s with his children on the beach, are noticeably more polished and statesmanlike. 

‘This shift definitely suggests a rebranding effort, positioning himself as a future monarch, and someone who is taking on more high-level duties.’

These images were used as an opportunity to  show that William is maturing and growing professionally and personally.

‘The photos definitely showcase someone with more gravitas and responsibility, and showcase how he is now a leading royal in his own right, and stepping out from under his father’s shadow,’ said Hayley.

She also offered another reason as to why the royal chose to present himself in this way in these images.

According to Hayley: ‘The photos could also be a response to a tough year. Given his personal challenges (Catherine’s cancer diagnosis, King Charles‘ health issues and the increased pressure and criticism of the royal family), these photos may subtly acknowledge the weight of the year, for both his family and the wider public, in both the UK, and the world.’

She noted that the images present ‘steadiness, maturity and control’ – and these qualities send a message.

That message, according to Hayley is ‘I got this’ and ‘I understand’.

In a caption accompanying the photo Kate shared to mark Prince William’s birthday, she wrote: ”Happy birthday! Love C, G, C, L, Orla and the puppies!’

‘This would align with the Palace’s broader communications strategy during periods of crisis or uncertainty,’ Hayley said.

The image presented could also, to an extent, be a form of damage control when it comes to the royal’s estranged brother Prince Harry and Harry’s wife.

As Hayley told FEMAIL: ‘The photo could also be a part of a longer-term plan to distance his personal image from the more emotional or informal media narratives surrounding his brother. 

‘Whilst Harry and Meghan are leaning more into family and lifestyle, William’s birthday photos are less about personal emotion and more about duty and leadership.’

The final point Hayley commented on was the presence of the dogs in the photo shared by Catherine.

She proposed several reasons for the adorable animals being in the images.

According to Hayley, the inclusion of pups was ‘very intentional’.

The sweet animals being in the picture ‘soften the seriousness, and add a relatable, empathetic tone’, the expert noted.

Prince William used his birthday photos to present a very specific image, according to a branding expert pictured as a baby, with his mother)

Hayley continued: ‘They prevent the photo from feeling too stiff or distant. 

‘He wants people to know that he is still human, regardless of his role. The dogs are also a symbol of loyalty and stability, and companionship – all traits the monarchy wants to associate with William right now.’

This comes at a critical time, she added.

‘After a year of personal and institutional turbulence, this imagery quietly reinforces the idea that he’s dependable and grounded,’ Hayley said.

‘After this year, William will also want to give his family privacy, so his dogs are there in lieu of his children, and they give the public something real to connect with.’

The images certainly seemed popular among royal watchers: many people commented on the pictured shared by King Charles.  

 One wrote: ‘Happy birthday to our handsome and loyal Prince. Well done, your Majesty!’

Another added: ‘Happy 43rd Birthday to HRH The Prince of Wales! Your dedication to service and family is truly inspiring. Wishing you a joyful day surrounded by loved ones!’

‘Happy Birthday, William, The Prince of Wales,’ said another social media user, keeping it short and sweet. 

Marking the passage of time, a further X user added: ‘Happy Birthday!! Future King! I still remember you as a little boy. Hard to believe we are in the future. May you have a wonderful Birthday!!’

And another said: ‘And another said: ‘Happy Birthday to His Royal Highness, Prince William, the Prince of Wales. Wishing him a remarkable day filled with joy, surrounded by his loved ones and friends. @RoyalFamily.’ 

Prince William Arthur Philip Louis of Wales was born second in line to the throne at St Mary’s Hospital, Paddington, at 9.03pm on June 21 1982. He weighed 7lb 1 1/2oz and was the first-born son of the then-Prince and the Princess of Wales.

At just nine months old, he accompanied his parents on a six-week official visit to Australia and New Zealand, which was a break from tradition with royal babies usually left at home in the care of nannies.

Numerous royal watchers took to the comments’ section of Charles’ X post, to share their own well wishes with the royal

His mother Diana, who separated from the then-Prince of Wales in 1992, died in a car crash in Paris in 1997.

William was just 15 and his brother Prince Harry 12, and the boys walked behind the princess’s coffin during a funeral procession through London.

The prince met Kate Middleton at St Andrews University in Fife, and the pair married at Westminster Abbey in 2011 after dating for more than eight years.

They welcomed their first child George in 2013, followed by Charlotte in 2015, and then Louis in 2018.

After the death of the late Queen in 2022, the King announced in his first historic address that he had made William and Kate the new Prince and Princess of Wales.