Romeo Beckham has helped boost Burberry's sales.
The 12-year-old son of former footballer David Beckham and fashion designer Victoria has sparked a surge in demand for the British label's luxury goods after starring in a campaign for the brand sporting their iconic trenchcoat last year.
Following the release of the four-minute advert - in which the youngster appeared with 50 dancers on a London-themed street - the sales of Burberry's coats, bags and other garments rose by 14% in the US, Europe and the Middle East to £600 million.
The campaign is also said to have caused a 10% increase in the sale of the company's trademark trenchcoat alone, even prompting the Yorkshire-based factory where the outerwear is made to take on more staff, reports The Guardian newspaper.
Burberry's designer and chief executive, Christopher Bailey - a close friend of Romeo's mother Victoria - previously described the young model as an "utter joy" to work with.
He said: "He's the sweetest, loveliest little chap. He loves clothes and fashion, he has an aesthetic point of view. He knows what he likes and he had a lot of fun."
Romeo is believed to have been paid £45,000 to star in the advert which was shot by famed photographer Mario Testino .
It is not yet known whether he will return to the brand to star in any future campaigns.
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