Romeo Beckham Burberry. <i>Image: Burberry/Mario Testino</i>

Romeo Beckham plays his butter wouldn't melt card for Burberry, with Charlie France and Edie Campbell. Image: Burberry/Mario Testino

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."

Romeo Beckham Burberry. <i>Image: Burberry/Mario Testino</i>

Romeo Beckham pulling off metallics for the latest Burberry campaign, alongside Edie Campbell and Cara Delevigne. Image: Burberry/Mario Testino

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.

Romeo Beckham Burberry. <i>Image: Burberry/Mario Testino</i>

Behind the scenes on the shoot, Christopher Bailey with his young protegee. Image: Burberry/Mario Testino

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.

Brooklyn Beckham for Man About Town magazine. Click for more photos

Modelling after their parents

Brooklyn Beckham for Man About Town magazine.

From: Life & Style