The birthday photoshoot Kate Middleton had to mark her 40th is the sign of the launch of “brand Kate”, according to a royal expert.

Royal fans reacted in amazement at the three stunning portraits of the Duchess of Cambridge, taken by renowned fashion photographer Paolo Roversi.

Mr Roversi is known for working with high-profile supermodels, including the likes of Kate Moss and Naomi Campbell.

Body language expert Judi James believes that the style of photography is drastically different from what Kate has done in the past for her birthday.

She believes that the photoshoot marks the long-awaited launch of “brand Kate” as the Duchess is “embracing her future destiny”.

Speaking to the Express, Ms James said: "This launch of ‘brand Kate’ has been a long time coming, suggesting an ongoing sense of modesty and a desire to avoid stealing the spotlight.

"Incredibly this is almost the first time Kate has posed for her birthday with her eyes looking direct to camera.”

Ms James continues to highlight that the expressions in the photographs highlight a Duchess who is “finally happy and confident” in the Royal Family spotlight.

She added: “It suggests Kate finally ‘gets it’ that she is liked, admired and even loved by royal fans in her own right rather than just as a wife to William and mother to their three children.”

Royal fans have seen Kate step up recently into a more senior royal role as she took centre stage to host the ITV concert, Royal Carols: Together at Christmas, where she performed on the piano to accompany singer Tom Walker.

Kate celebrated her 40th birthday on Sunday with what is expected to have been a close family event at their home, Amner Hall, in Norfolk.

Kate’s photoshoot took place at Kew Gardens in London with the series of photographs set to be added to a collection at the National Portrait Gallery.

Speaking about photographing the Duchess, Mr Roversi described the moment as a “true honour” and a “moment of pure joy.”

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He said: “I was moved by her warmth and friendly welcome and enchanted by her shining eyes that reflected the loveliness of her soul and her smile showing the generosity of her heart.

“It was a profound and rich experience for me, an unforgettable moment.

"I have met a wonderful person, a person who, with her positive energy, can bring hope to the whole world."

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