No Christmas card gets as much airtime as this one. The Prince and Princess of Wales'. It's already got more than 1.5 million likes on Instagram - despite only being posted 11 hours ago - and shows the family of five walking hand-in-hand towards the camera of their favourite photographer, Matt Porteous. And while we don't know what message they wrote inside, it's not hard to guess the subliminal one they were trying to send with their clothes.
Not only was every single member - from dad right down to Prince Louis - wearing trainers (Kate Middleton's wearing her off-duty pair from Superga), they were all dressed in a distinctly casual manner that draws a contrast between how they present themselves in public life.
As well as trainers that cost £67, Middleton is rewearing an old blouse from MiH Jeans, a denim label that no longer exists, and skinny jeans. It's a world away from the polished power dresses and pointed pumps she wore on the couple's recent trip to the States. And that's exactly the point.
Although this card will likely have been chosen several months ago, it's remarkably well-timed considering the comments that have followed the couple since the release of Netflix's Harry & Meghan. While the first three episodes might not have contained as many 'bombshells' as expected, the Duchess of Sussex did make a rather pointed comment about the sense of 'formality' she felt around the royal family. When she first met 'Will and Kate', she says she was wearing ripped jeans and described herself as a 'hugger'.
'I didn’t realise that this is really jarring for a lot of Brits. I guess I started to understand very quickly that the formality on the outside carried through on the inside,' she continued.
Could the denim, trainers, polo shirts and bare legs be an attempt to show as slightly less formal (and, by extension, more friendly) side to the family? Honestly, who knows. If Kate Middleton wears ripped jeans any time soon, we might have the answer.