Sam Branson, the son of Virgin boss Richard, stars in the latest Burberry ad campaign.
The 21 year old model appears alongside Kate Moss in the rock inspired adverts.
Despite being the heir to a billion pound empire, Sam seems to have his feet firmly on the ground.
"To be honest, most of the time I sit there going, How the hell did you do all this stuff, Dad, when you are a complete joker? he told the Evening Standard Magazine
He also said that working alongside supremodel Kate Moss is easy especially when she's a family friend.
"I've known her for a little while." He continues. She is very pretty. Sometimes shes very normal-looking like anyone else, and then shell turn round and youll be like Oh my God, youre beautiful. Shes great fun, really loud and open, and I really admire her.
Caz Moss- Female First
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