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His mother has found success as a fashion designer and his father has modelled for Armani and H&M - now Romeo Beckham has made his modelling debut.
The 10-year-old son of David and Victoria Beckham has been unveiled as the new face of British fashion label Burberry.
Romeo stars alongside Edie Campbell and Cara Delevingne in Burberry's spring/summer 2013 advertising campaign.
"This season's campaign lights up with the infectious energy of an amazing young cast of old and new Burberry family," said chief creative officer Christopher Bailey.
"We had such fun shooting the campaign and that comes through in the images, which reflect the upbeat spirit of the collection."
The promo for the campaign shows the 38-year-old football ace's second son showing off his playful side while sporting one of the brand's iconic trenchcoats. It was shot by renowned fashion photographer Mario Testino.
The campaign will also feature Charlotte Wiggins, Alex Dunstan, Charlie France, and Max Rendell.
The Beckhams have been married since 1999 and have three sons - Brooklyn, 13, Romeo, 10, and Cruz, seven - along daughter Harper, who was born in July 2011.
Watch Romeo in action here: