The 'Symbolic' Reason Behind William and Kate’s 2025 Countryside Christmas Card
A royal expert explains why William and Kate’s spring-themed Christmas card was a deliberate PR choice.
Prince William and Princess Kate’s 2025 Christmas card may not feature festive decor, but the symbolism behind it runs far deeper than seasonal aesthetics. The couple opted for a sunlit photograph seated closely with Prince George, Princess Charlotte, and Prince Louis in a field of daffodils. Released on December 18, the portrait immediately captured everyone’s attention, yet for royal expert Richard Fitzwilliams, the choice is far from accidental. The picture, he explains, functions as more than a family keepsake and is at its core a carefully calibrated public message.
Speaking to the Daily Mail, Fitzwilliams stressed that Christmas cards remain a subtle but powerful tool for the monarchy. Selecting the right photo is "an important public relations statement," noting that the royal family takes "a lot of care in choosing their cards.” While wool coats and winter backdrops might seem seasonally appropriate, he explained that harsher imagery can unintentionally signal difficulty or strain, particularly after a challenging year. Instead, lighter visuals are used to shape optimism and reassurance. That approach is visible across this year’s royal Christmas cards.
Just two weeks ago, King Charles and Queen Camilla released their holiday card, opting for their 20th anniversary photograph taken during their visit to Italy. Prince Harry and Meghan Markle also recently shared a bright outdoor image featuring their kids, Prince Archie and Princess Lilibet, in a warm embrace. Based on this, Fitzwilliams noted that spring or summer photographs are often chosen deliberately to counter the gloom of the colder months. “If they looked kitted for harsh weather, it might be viewed as symbolic, especially if the Royal Family has had a tough year,” he opined
For the Prince and Princess of Wales, the setting carried an added layer of intention. The photo taken by their longtime collaborator Josh Shinner at Anmer Hall in April shows the family seated casually in the countryside dressed in coordinated shades of blue, green, and burgundy. Fitzwilliams described the image as a “perfect example of a Christmas card,” noting that the Wales family frequently uses rural backdrops to convey warmth and approachability. Such settings, he said, help project goodwill without appearing staged.
This year, however, the symbolism extends beyond presentation. The expert linked the daffodil-filled backdrop to themes of recovery and renewal following Kate’s cancer diagnosis and remission. “A daffodil-covered backdrop in the countryside has the feel of healing and rebirth, which is an integral part of the festive season, especially when Catherine, who is promoting the merits of outdoor life to children, is in remission from cancer,” Fitzwilliams explained.
That understated messaging contrasts with how the Wales family presented themselves in previous years. In 2023, the couple released a formal black and white family portrait taken by Shinner. The image showed William and Kate with their kids in a formal studio setting. A year later, in 2024, the tone shifted, and for their 2024 card, the family chose a still from a video shared by Princess Kate rather than a posed photograph. Filmed outdoors, the footage accompanied her announcement that she had completed chemotherapy and was in remission.
