I can see why they used that photo. They wanted to show what a loving happy family they are but they didn't want to show the kids faces. This does that for them.
I presume someone has altered it a bit and it doesn't look like a good quality photo anyway.
I think the 'story' it tells is H&M returning home from a trip. Kids being in the garden. Dogs greeting H_M first then the kids coming from wherever they are to see mum and dad. Kids babysitter, maybe Doria, catches the cute moment on the phone so it's not a great image.
All fine. But why put it on a corporate Christmas card?
If they had any sense, which they apparently don't, they'd put out an archewell card with pictures of the charities archewell has supported. Centering the people doing the work with H&M meeting/ appreciating the work.
They'd ditch the ones of them hugging people, it's self aggrandising, and the ones of them hugging each other. Why would archewell funders care about how in love they are?
And the ones of their kids.
They'd also refer to themselves as Harry and Meghan.
That would send a message of them having lost airs and graces and being focused on promoting meaningful work.
This is the opposite. But they just can't seem to help it or just don't get it.
A personal 'happy holiday' card with a nice family picture of them enjoying life in their garden or on the beach would be a great idea. Show them living a good life. Let everyone once a year go: ooh look at lily's lovely long hair or Archie's tree house/ cute shorts/ whatever. Sign it from Harry Meghan Lili and Archie, informal, unpretentious, relaxed and therefore aspirational (this would also help her avo business.)
They haven't got a clue.