As the Duke of York’s sexual assault trial looms, the royal family seems to be trying harder than ever to project a squeaky clean image.

The royal family is putting on a parade of positive press moments amid Prince Andrew’s sexual-assault lawsuit

Giuffre first accused Andrew of sexually abusing her as part of a defamation case she filed against Epstein and Ghislaine Maxwell in 2015, in which she alleged the duo sex-trafficked her.

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Andrew has made multiple attempts to block or delay the lawsuit with the help of a legal team that the queen is reportedly privately paying for, most recently claiming a 2009 settlement between Giuffre and Epstein protects him from litigation.

As celebrity brand management expert Eric Schiffer said in an interview, the case puts the royal family at risk because of Andrew’s proximity to the crown.

“It tosses the royal family a bit of spray of the septic muck that Andrew is trying to escape himself,” he said.

Rather than addressing the lawsuit, the royal family has gone on the charm offensive, appearing to remind the public of the good side of the monarchy.

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The interview damaged the public’s perception of the royal family, with some even going as far to question why the monarchy still exists.

The royal family – William and Kate in particular – appeared to respond to the criticism by adapting their public relations strategy, attempting to become more relatable to the public.

If the case goes to trial, a relatable royal family won’t be enough to make the public forget about the allegations

Although the royal family has had many setbacks in recent years, they pale in comparison to the threat Giuffre’s sexual assault allegations against Andrew could have on the monarchy.

And as Schiffer said, the monarchy’s positive press plays wouldn’t be enough to make the public forget a senior member of the royal family has been accused of sexual assault.

“This is a terrible association on what was a disgusting set of crimes. Andrew’s proximity to it and involvement with Epstein eviscerates his trust with many of the people in Britain,” Schiffer said.

Indeed, Prince Andrew is currently the least popular senior member of the royal family, according to YouGov.

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If the lawsuit against Andrew does go to trial, Schiffer predicts the royal family will separate itself from the Duke of York, ceasing to protect the prince from public scrutiny as it has for years when it comes to his association with Epstein.

The royal family has already distanced itself from the prince since Giuffre’s allegations became public in 2019, with Andrew stepping back from his royal duties after over a dozen charities, universities and businesses severed ties with him.

“You can’t place him in official business of the family and have it damage the crown in a way that could be further blistering,” Schiffer said. “They would be honouring the position that they have with the public, which is to maintain integrity and a moral compass.”