Last night, Lady Amelia Windsor made her most daring public appearance to date, as she wafted down the red carpet at the British Fashion Awards in a see-through lace gown with only a pair of nipple pasties to preserve her modesty.
The racy look that would not have looked out of place on a Hollywood starlet was the strongest sign to date that the granddaughter of the Queen’s cousin, 22, is set to assume a more high profile role within the world of fashion.
After attending a slew of shows and parties during fashion month this Autumn, and taking a turn on the catwalk herself for Dolce & Gabbana, her debut at the prestigious British Fashion Awards on Monday night proved the industry is taking her seriously as a rising star.
And now brand and industry experts are predicting that the 36th in line to the throne – who has all the kudos of royalty without any of the restraints placed on more high profile members of the family – could make £1 million a year through brand collaborations alone.
Branding expert Chris Ogle, of Flow Digital, told Femail: ‘Realistically, should she choose to monetise her value through brand endorsements, she would be able to earn around £1m per year without too much difficulty.
‘However, should she choose to remain selective in her partnerships, then her relative value would skyrocket, as she is seen [as] not to be sold to the highest bidder.’
Lady Amelia Windsor made a very racy appearance at last night’s British Fashion Awards, the first time she’s attended the prestigious ceremony, and now experts predict she could easily make £1 million a year from brand collaborations
Amelia Windsor walks the runway at the Dolce & Gabbana secret show during Milan Fashion Week Spring/Summer 2018 at Bar Martini in September 2017
The royal (centre) in a coveted front row seat at the John Galliano show during Paris Fashion Week
In the future Chris sees Lady Amelia setting up her own fashion label, but says that collaborating with existing high end brands would be the most natural place to start.
‘As money is likely to be less of an incentive for Lady Amelia than it would be for other celebrities, she would be far more likely to pick and choose the opportunities that fit her best,’ he said.
She may have an Instagram following of more than 22,000 but Chris doesn’t expect to see the granddaughter of the Queen’s cousin, Prince Edward the Duke of Kent, doing sponsored posts any time soon.
‘The value of being both a royal family member and seen to be engaging with social media, allows Lady Amelia to deliver an experience unlike that most other celebrities can offer,’ he explained. ‘Should a large brand be able to befriend Lady Amelia, then she would likely deliver as much, if not more value then just paying for the privilege.’
Wearing the crown: Modelling for Dolce & Gabanna at Milan Fashion Week in February 2017
Looking glamorous in head to toe Chanel at a national service of thanksgiving to celebrate the Queen’s 90th birthday at St Paul’s Cathedral
Opting for a more demure look as she attended the Queen’s annual pre-Christmas lunch at Buckingham Palace in December 2016 for members of the extended royal family
Stylist and fashion industry expert Rochelle White also predicts big things for Lady Amelia, saying she has the potential to be a successful model in the league of Gigi and Bella Hadid.
‘Lady Amelia has the makings to build herself up to be, dare I say, a global brand.
‘She has already worked with Dolce & Gabbana, she is a known face at fashion parties and with the industry as well as a strong social media following.
‘It would be great to see her start to build herself as a brand, just like the Hadid sisters. Collaborating with brands like Stella Mccartney, Charlotte Tilbury or Chanel and being a face of their campaigns would suit her style and look.’
How Lady Amelia could become a global star after cracking the US
Mischa Joslin, Managing Director of fashion, celebrity and lifestyle PR agency, EdenCancan says that Lady Amelia has huge potential to become a global star, thanks to her position in the royal family.
‘As the granddaughter of the Queen’s cousin, she got all the kudos, mystery and glamour that comes with being a part of the royal circle, but ultimately she is on the periphery of the family and therefore isn’t bound by the tight boundaries imposed on the likes of Kate Middleton, and even the soon to be Princess, Meghan Markle,’ she explained.
‘With this in mind, she can leverage the royal connection as much as she needs to, without feeling the wrath of the palace’s PR team. Her royal status will be impactful in markets outside the UK. The United States loves the Royal Family, and I can see her being able to translate her success significantly over there.
‘As a keen creative, I can imagine Lady Amelia would want to go beyond the catwalk to be involved in the design process herself, helping to shape a collection from its inception. With that in mind, a great route for her would be to partner with a smaller, more bespoke (and luxe) label that would allow her design freedom. A brand like Astrid & Miyu jewellery would really suit her, or Pretty Ballerinas who have recently worked with Olivia Palermo, another style icon.
‘These brands would likely pay her a fee up front, but would offer her a revenue share, meaning she makes money if it sells well. It’s a great way for brands to work with a famous face as there is a direct incentive for the individual to promote the collection as much as possible, be it through word of mouth, on social media or in the press.
‘However, if she wants to hit the big time, she would be wise to work with a high street label on a collection that shows off her signature style. Brands like Zara, Whistles, Warehouse or & Other Stories could be a great fit for her, especially if they did a cool diffusion line. We’ve seen the likes of Rosie Huntington-Whitely deliver phenomenal sales for M&S, and Kendall Jenner’s line for Topshop exceeded targets, so we know that using their runway status to give a halo effect to a more mass-market brand works wonders. It’s a win-win, the brand can leverage her royal connection and she becomes a bigger star.
‘These kinds of brands would offer her a big pay out up-front to cover her appearing in an advertising campaign, media interviews to promote and wearing the brand at key events.’
Named Britain’s ‘most beautiful royal’ by society magazine Tatler, Amelia’s first dabble in the world of modelling came in 2010, when she and her siblings posed for Hardy Amies. She’s now signed to Storm – the same agency that represents Kate Moss.
Since then she has been hand-picked as a muse by Dolce & Gabbana, and featured in a campaign for the Italian power house alongside another royal; Princess Olympia of Greece.
The Edinburgh University graduate was a regular on the social scene throughout fashion month in September, attending the Dior show in Paris with a sheer white floor-length dress decorated with polka dots, with a tiny Dior crop top and boxer-style briefs visible underneath.
She also graced the Tommy Hilfiger show and parties for Miu Miu and Bottega Veneta during London Fashion Week as well as taking a prime seat in the front row at the Emporio Armani show.
What would the Queen say? Lady Amelia wowed in a sheer dress and a Dior bra and boxers as she attended the design house’s Paris Fashion Week show
Social butterfly! Celebrating her 21st birthday with (left to right) her sister Marina Windsor and friends Isabella Samengo Turner and Adriana Samengo Turner
Pushing the boundaries! Her position on the periphery of the royal families means the starlet doesn’t have to opt for the demure look of Kate and Meghan
In Milan, she opened a secret Dolce & Gabbana show held at Bar Martini, striding down the catwalk in a ruffled polka dot gown
But she’s previously hinted that her interest in fashion extends beyond appearing in front of the camera in previous interviews.
She told Vogue she wanted to understand ‘every aspect’ of a fashion house – down to how fabrics are made.
The rising star has also completed an internship at Chanel and said of her time with the fashion house: ‘It was one of the best experiences I’ve ever had. To see how much goes into making a fashion business is quite exciting.’