Princess Eugenie and Jack Brooksbank told the world they are now proud parents in a very, very modern way.
As well as the official statement via Buckingham Palace, they announced the arrival of their baby boy with a beautiful black and white photo on Instagram.
Sharing a photo of the new royal baby on social media so early is a break from royal tradition - and one that is very fitting for the modern couple and has delighted fans.
Eugenie, the Queen's granddaughter, shared the snap on her feed with three blue hearts at 5pm on Tuesday - just 10 hours after the birth.
The cute snap shows both mum and dad holding the baby boy's hand, and has already been liked thousands of times.
Traditionally, new royal parents introduce their babies to the world on the steps outside the hospital, posing for photos and the world's media.
While Princess Diana, Sarah Ferguson and the Duchess of Cambridge followed the tradition, Meghan did not and instead organised a photocall a few days later.
Instead, she and Prince Harry shared a text image on their Sussex Royal Instagram account - simply saying "It's a Boy".
But Eugenie and Jack went a step further and shared a photo of their son on their page.
Eugenie and Jack's little boy, who is yet to be officially named, was born just before 9am this morning weighing 8lbs 1oz.
Eugenie gave birth at The Portland Hospital in London's West End, which is where she was born and when Meghan Markle had Archie.
A statement from Buckingham Palace read: "Her Royal Highness Princess Eugenie was safely delivered a son today, 9th February 2021, at 08:55hrs at The Portland Hospital. Jack Brooksbank was present.
"The baby weighs 8lbs 1oz.
"This is Princess Eugenie and Jack Brooksbank’s first child, The Duke of York and Sarah, Duchess of York’s first grandchild, and the ninth great-grandchild for The Queen and The Duke of Edinburgh. Her Royal Highness and her child are both doing well."
The couple also broke from tradition when it came to their pregnancy announcement, sharing a snap of an adorable pair of baby booties.
Eugenie captioned it: "Jack and I are so excited for early 2021...."
The princess is active on social media and uses it to promote her charity work and to share photos of her family.
