Princess Beatrice conceals her baby’s face on Instagram due to emerging social media norms for sharing newborn pictures

News came on Wednesday about the royal family’s newest member, as Princess Beatrice and her husband Edoardo Mapelli Mozzi proudly announced the arrival of their daughter, Athena Elizabeth Rose, last week.

The news of the baby’s arrival was shared on the couple’s social media accounts with a photo of baby Athena in a white babygro, her sleeve strategically covering her face to protect her privacy.

It seems that Gen-Z parents, who have grown up in the age of social media, are setting a new trend in sharing ‘welcome to the world’ photos by opting for a more discreet approach – a trend that is being embraced by both famous and non-famous parents.

Across the Pond, the Duke and Duchess of Sussex, while previously publishing photos of the faces of their two young children, Archie, five, and Lilibet, three, have increasingly preferred more obscured photographs, showing them from behind instead. 

Beatrice’s sister, Princess Eugenie, doesn’t appear to be on board with the trend, having shown photos of both of the faces of the sons she shares with financier Jack Brooksbank, Ernest and August, while announcing their respective births.  

Outside of the royal family, you don’t have to look very far to find many more examples in recent months as the trend for protecting the privacy of a baby from the moment they’re born has gathered momentum.

Nice to sort of see you! Princess Beatrice and Edoardo Mapelli Mozzi announced the birth of their daughter Athena Elizabeth Rose, born on January 22nd, with a photograph showing the newborn’s face concealed by her sleeve 

Buckingham Palace revealed this week that Princess Beatrice has given birth to her second daughter with Edoardo Mapelli Mozzi (pictured)

Got form: The King’s niece is already mother to Sienna Elizabeth Mapelli Mozzi, three, left, and has also been cautious about showing her face, pictured right with her father Edo and half-brother Wolfie

Lioness in the making: Fans of Manchester City footballer Jack Grealish have only seen glimpses of his new daughter, which he shared with his partner Sasha Attwood

Olly Murs has shared lots of photos of his adorable baby daughter Madison, but has been careful not to show her face

Across the Pond, the Duke and Duchess of Sussex have also become increasingly protective over their children’s privacy, showing Archie, pictured with his father, from behind

Often, the privacy comes via a carefully positioned camera, or a love heart emoji – or just a photo of a parent holding a newborn hand. 

There’s plenty of examples of parents who live their own lives in the spotlight but don’t want to share the faces of their offspring online. 

Olly Murs welcomed his daughter Madison in April last year with wife Amelia Tank; the couple have shared plenty of images of their little girl, but none showing her face. 

And ditto Manchester City star Jack Grealish, whose baby daughter with partner Sasha Attwood has been seen in the club’s strip, but with no photographs showing her face.  

England captain Harry Kane has four children, two daughters and two sons, with his wife Kate – and frequently relies on love heart emojis to keep their identities private. 

Onetime couple Gigi Hadid and Zayn Malik announced the birth of their daughter Khai four years ago via a tiny hand being held by the former One Direction singer. 

With the model boasting 77 million followers on Instagram and the pop star not far behind with 53 million, it’s no surprise they’re keeping their daughter’s identity off the platform for now.  

Some might suggest that, however famous the parents are, concealing a baby’s face is largely pointless – newborns are generally bereft of hugely distinctive features that would identify them.

Perhaps though, there’s another reason behind the trend. 

In Austria in 2016, a then 18-year-old sued her own parents for sharing photos of her on Facebook throughout her childhood. 

The teenager, from the southern Carinthia region, claimed more than 500 intimate images of her had been posted without her permission since 2009.

At the time, the teen was quoted as saying: ‘They knew no shame and no limit – and didn’t care whether it was a picture of me sitting on the toilet or lying naked in my cot – every stage was photographed and then made public. 

‘I’m tired of not being taken seriously by my parents.’

Kate Ferdinand who has two children and three step-children with her husband Rio Ferdinand is always careful to keep their faces obscured 

Anything but the face: Gen Z parents, who’ve lived much of their adult lives online, seem the most reticent about sharing photos of their newborns. This was the image shared by Justin and Hayley Bieber when their son, Jack Blues, arrived in August last year

A classic 2020s baby photo? Olly Murs’ daughter Madison is seen shortly after her birth…but her face is blurred 

Gigi Hadid and Zayn Malik announced the birth of their daughter Khai via a tiny hand being held by the former One Direction singer. Now four, the little girl’s face remains out of the public eye in photos shared on the onetime couple’s social media accounts

England football captain Harry Kane has long used heart emojis to keep the four children he shares with his wife Kate out of the spotlight

As influencers and internet stars have their own children, the content they share online often then features the ups and downs of their family life, sometimes dubbed ‘Sharenthood’. 

However, as online content grows older, there could soon be a raft of lawsuits against parents from their own children who hate the fact their photos were shared online.  

Some parents in the public eye, aware of protecting their children as they reach nursery and school age, have decided on a compromise, sharing baby photos but nothing when the children reach an age where they are recognisable.

YouTube stars Zoella and Alfie Deyes, who share two daughters, Ottilie and Novie, have frequently shown their children’s faces since birth – but have suggested that’s something that will stop as they become older and more recognisable. 

The bloggers, who’ve amassed a huge fortune thanks to their following on social media, have faced security concerns, saying that fans of the pair had turned up at their home in Brighton in a bid to catch a glimpse of the stars. 

Gwyneth Paltrow even received a public scolding from her daughter Apple Martin for sharing an image of them together on a ski trip to Instagram.

In 2019, the GOOP head honcho shared a rare selfie with her look-a-like teenager, then 14, but the youngster hit back in the comments. 

‘Mom we have discussed this,’ she wrote. ‘You may not post anything without my consent.’

Her mother replied: ‘You can’t even see your face!’