Lady Amelia Windsor appears to be following in the footsteps of the Prince of Wales with her new sustainability-focused role.
Hello have announced that the London-based granddaughter of Prince Edward, Duke of Kent, who is a first cousin of the late Queen Elizabeth, is its new sustainability columnist.
Caring for the planet is a goal Amelia, 29, shares with her third cousin Prince William, who is also hoping to inspire positive environmental change through his various initiatives, including the Earthshot Prize.
Amelia’s new job will see her share information on her eco-conscious style of living while providing tips and tricks for others to do the same.
‘It’s such an exciting space that’s constantly evolving, and I love to find brands and companies that are truly paving the way forward,’ Amelia told the outlet.
She added, ‘Living more sustainably has been a gradual process of learning and discovering.’
‘The eco-friendly world is a space where people share knowledge and accept that you can’t be perfect, but the small changes you make can have a positive impact on you personally, as well as on the planet.’
Amelia, who is also making her mark in the world of fashion, having modelled for multiple high-fashion houses, is striving to highlight brands that share her environmentalist mindset.
Lady Amelia Windsor (seen in London in June) is Hello magazine’s new sustainability columnist
For instance, a portion of sales from her collaboration with luxury knitwear company Brora went to the Cross River Gorilla Project, a charity aiming to help the endangered species in South West Cameroon.
It comes after Lady Amelia Windsor shocked fans by posting risqué photos on social media in just a t-shirt and knickers.
The 29-year-old royal shared a trio of intimate snaps of herself modelling an undergarment from the brand POM Peace Of Mind earlier this year.
Amelia just donned a dark grey top from Ganni, the only piece of clothing that she wore, as she chose to almost bare it all on her Instagram account.
She opted to pose barefoot in her stylish home as she sat down on a wooden chair in a black pair of underwear – costing £18.95 – from the brand with her legs crossed, as she read a book about art.
Amelia used all of her professional modelling training from Storm Management, an agency which once represented Kate Moss, to smize at the camera gaze while lying on her vibrant red sofa.
Another image showed Amelia sitting on her white painted wooden flooring while applying her makeup in a full length mirror.
She wore her dark blonde bob down in a straightened blow-dry and her makeup was natural and dewy.
Prince William’s third cousin will write a monthly column for the magazine, sharing her best eco-friendly tips
Amelia said that she wears POM’s organic cotton period underwear every month and has grown to befriend the owner of the company.
She captioned her post: ‘I met Sabrina last summer and we have become friends whilst bonding over similar interests including the topic of female health and wellbeing.
‘Sabrina set up @pom_peaceofmind_ – a period underwear company that I now wear every month. They are made from organic cotton and provide secure comfort when you need it most.’
Sabrina describes herself as the ‘Aussie 20-something behind POM’ and said that she wanted to design a product that was comfortable, didn’t contribute to waste and saved money.
After posting the image to her almost 100,000 followers, Amelia was met with many compliments from friends and fans who called her ‘beautiful’ and ‘the cutest’.
However, this isn’t the first time that Amelia has stripped down to her underwear. In February 2024, she was filmed walking down a doorstep modelling bright red Stripe and Stare’s knickers.
She shared a video of herself stepping out of a front door wearing nothing but a black t-shirt, red underwear, scarf and trainers.
In 2021, she also posed for Polaroid-style snaps while wearing a sustainable baby pink bra made from seaweed and wood pulp for Alexander Clementine.
29-year-old Amelia is youngest child of George Windsor, Earl of St Andrews, and Sylvana Tomaselli
Last year, Amelia Windsor revealed the finer things she likes in life – including sleeping in dry-cleaned linen bed sheets and splashing out on a £299 LED face mask.
The 29-year-old, who resides in Notting Hill, spoke to Hello magazine about the little luxuries she enjoys.
Amelia said that she likes to wear her ‘super soft’ Stripe & Stare pyjamas, which are made from bamboo and range from £55 to £95, depending on the material used.
And it seems Prince William’s third cousin favours soft, lavish fabrics, as she sleeps in linen sheets from Bedfolk.
A set of pillow cases and a duvet cover from the company, which sources its linen from Guimarães, Northern Portugal, costs around £199, depending on the size of bed you have.
Although you can wash the bedding in a washing machine at 40 degrees with usual detergent and fabric condition, Amelia enjoys getting hers cleaned by Blanc, who describe themselves as ‘London’s best dry cleaners’.
When Amelia takes to the kitchen, she cooks with ‘good quality’ oil from Citizens of Soil, which is produced solely by women.
The model said: ‘I also love good quality olive oil from Citizens of Soil, created by female makers in Greece, Spain and Italy.’
Amelia is the youngest child of George Windsor, Earl of St Andrews, and Sylvana Tomaselli.
After attending the exclusive St. Mary’s School Ascot, where boarders pay more than £45,000 a year, she went on to study Italian and French at the University of Edinburgh.
Once named the most beautiful royal by Tatler magazine, Amelia has been signed with Storm Management since 2016 and modelled for brands including Chanel and Dolce & Gabbana.
On her relationship with social media, particularly Instagram, Amelia has previously said: ‘It allows anyone to be creative and imaginative.
‘I also love that we can share all the beautiful and meaningful things we see and hear in the world. I find it so inspiring and uplifting.’
