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Why Princess Beatrice hid her new child child’s face: Bizarre new etiquette for sharing snaps of kids takes over social media

News arrived on Wednesday of the youngest member of the royal family, as proud parents Princess Beatrice and husband Edoardo Mapelli Mozzi announced that they’d welcomed a daughter, Athena Elizabeth Rose, last week. 

Word of the pitter patter of tiny feet was posted on the couple’s social media accounts alongside a photograph of the adorable new sister to the couple’s three-year-old daughter Sienna, and Edo’s son from his first marriage, Wolfie, eight.

Wrapped in a snug pink blanket, baby Athena wore a white babygro with her sleeve carefully protecting her face – and the infant’s privacy. 

The King’s niece and Mr Mapelli’s newborn, who arrived on Wednesday 22nd January at 12:57pm weighing 4 pounds and 5 ounces, is the latest born famous baby to not have their face yet revealed to the world.

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.

Gen-Z parents, who’ve lived their adult lives on social media, seem to be driving the new etiquette for taking a more covert approach when it comes to sharing ‘welcome to the world’ photos. 

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

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)

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

Princess Beatrice is already mother to Sienna Elizabeth Mapelli Mozzi, three (pictured)
Alongside the statement, Beatrice, 36, shared a picture of Edo, Sienna and Wolfie walking in the woods

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

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

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

In a Christmas card Meghan and Harry released from the Archewell, Prince Archie, five, and Princess Lilibet, three, were seen for the first time in years - but only from behind
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

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.’

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

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

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

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

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.