There's a new star in Victoria and David Beckham's household: their 12-year-old son. After charming the socks off the public with his previous turn as a Burberry model, Romeo Beckham is back fronting the British label's prestigious Christmas campaign.
Looking adorable flanked by his proud parents, the youngster stole the limelight at the launch of From London with Love, which involves a series of stills, plus a short film.
He looked every inch the junior fashionista arriving in a smart tux, with his own monogrammed scarf in Burberry's signature check draped round his neck. Unfazed by the 500 guests waiting for him, he strode confidently through the crowd, while his grandmother Sandra took pictures on her phone.
The mini model had also invited along a friend and the duo left the event until 8pm to be fresh for school on Tuesday.
Romeo won praise from creative director Christopher Bailey, who described him as an "utter joy" to work with. "He has charm, style and great energy," he added.
Talking about the campaign, Christopher said it was "a celebration of everything we love at Burberry; the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people".
Two years ago, at the age of 10, Romeo starred alongside Cara Delevingne and Edie Campbell in another promotional drive. With his mother's delicate features and style savvy and his father's charisma, he proved a real hit.
He is thought to have contributed to a 13 percent rise in sales for the iconic brand by appearing in their Spring/Summer 13 campaign. Christopher said then that the schoolboy "had a real opinion, he was so involved in what he was wearing".
It was set at Elstree Studios in London and features a song called The Way that I Live by British musician Ed Harcourt.