Burberry has decided to brand it like Beckham. The London-based fashion house says Romeo Beckham — aged 10 — is a new face of the clothing brand. The son of soccer star David Beckham and former Spice Girl Victoria Beckham features in ads for Burberry's spring/summer 2013 collection.

Beckham wears one of Burberry's signature trench coats in the campaign, which also features models including Cara Delevigne, Edie Campbell and Alex Dunstan. Burberry chief creative officer Christopher Bailey said Romeo had been "a joy to work with and really stole the show" at the photo shoot.