Romeo Beckham is new face of Burberry

Romeo Beckham is wasting no time in emulating his picture-perfect parents by becoming the newest face of Burberry.

The global campaign, unveiled today, sees the 10-year-old striking a series of playful poses alongside seasoned British models, Edie Campbell, Cara Delevigne and Charlie France.

Photographed by none other than Mario Testino, a tailored Romeo, gap-toothed and grinning, adds a shot of whimsy to the high-end label's proceedings as overseen by design impresario, Christopher Bailey, who described Romeo as a "joy to work with and really stole the show."

A nose straight from Victoria and eyes from David, the mini model, the second of the Beckhams' four children, is a chip off the old block.

"We had such fun shooting the campaign and I think that comes through in the images which really reflect the upbeat spirit of the collection", Bailey said of the Spring/Summer 2013 designs.

Trademark belted trenches contrast with metallic, shining coats, with jewel hues and lace details adding a fresh spin to the label.

The union with Romeo is a savvy move for the London-based fashion house, who, by capitalising on the youngster's name, is tapping into the clout of what is arguably one of the world's most fashion-friendly, not to mention internationally recognisable and marketable, families.

Soccer star David Beckham has fronted campaigns for Calvin Klein, Emporio Armani and H&M, while his wife has garnered wide applaud for her Victoria Beckham label, her tailored, figure-hugging shift dresses and more playful Victoria by Victoria Beckham line a favourite of fashion editors and the A-list alike.

Romeo seems more than qualified for a role in front of the lens - but with coaching from his parents, and a lifetime in the media limelight, perhaps that's not surprising.

From: Life & Style