Prince William surprised the public when he debuted his new look and experts claim there's actually a very serious reason behind the choice.
Having always been known for his clean-cut look - either entirely fresh faced or with carefully groomed stubble - the future king has recently stepped out with a rugged-looking beard.
It seems to be here for the long haul, and William's swathes of loyal admirers have been left wondering what led to the look.
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Now, Judi James, a royal expert, has weighed in to offer some much needed context.
Speaking to the Daily Mail, James said: "William's recent change of style and his much less cautious-looking and less formal body language seems to indicate both a growing confidence in terms of his stepping up to the throne and maybe an update in his priorities since Kate's and his father's illnesses."
The expert continued: "William has three children that are getting to the age where they will often make comments or jokes about any out-of-date dad clothing and start to quietly revolutionise his look, especially as he seems to have been spending more time with them recently."
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Weighing in on his body language, James added: "William has feared being too spontaneous or even 'giving' with his body language for most of his life thanks to the way he witnessed his mother's life become an ongoing soap opera, but he seems more trusting with the press now.
"He might have seen how he can open up a little without inviting rabid scrutiny and retain an element of privacy for his family to have a more normal life."
It's apparently also got the seal of approval from wife Kate Middleton.
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According to human behaviour expert Nicola Hickling, Kate is a huge fan of William's new look, telling The Sun that she spotted Kate and Sophie, Duchess of Edinburgh gossiping about his beard during the Remembrance Day procession.
Apparently, one moment saw Sophie asking Kate about William's hairy aesthetic, asking, 'What, you like a beard?', to which Kate can reportedly be seen admitting: "I find it quite rousing."
People have noticed a more relaxed sense of style lately in general with the royal pair - and it's landed very well with the public.
Martine Alexander, a celebrity stylist, said: "This positive response has given William the confidence to be more contemporary with his style. It seems that he's adopting an age-appropriate look and it's great to see."
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During a recent outing with Kate, William sported a pair of chinos and casual white trainers.
Alexander added: "A slim-fit blazer and open shirt creates a younger look. The cropped length of the chinos makes the look more on-trend and contemporary."
She concluded: "When Kate is in a sporting environment, she is very relaxed but still smart casual and will always opt for a trainer and slim-fit jean, William has potentially been inspired by Kate's style - for him to be slightly more contemporary and trendy."
Topics: Prince William, Fashion, Royal Family, Style
Kya Buller