The Beckham Effect: Romeo,10, Boosts Burberry Profits

His mother has found success as a fashion designer and his father has modelled for brands including Armani and H&M but it looks like it is Romeo Beckham who has the real golden touch.

The 10-year-old son of David and Victoria Beckham, who was unveiled as the new face of Burberry in 2012, is being credited with helping profits soar at the British fashion label.

The company, known for its iconic trenchcoast, surpassed City expectations after revealing an 18% rise in sales in the three months to 30 June, taking total retail revenue to £339m.

Romeo is said to have been a pivotal part in the company's performance after stealing the show in Burberry's spring/summer 2013 advertising campaign.

The lines that he modelled alongside Edie Campbell and Cara Delevingne were declared a hit, particularly in the Asia and US markets.

Burberry CCO Christopher Bailey said of the signing: "This season's campaign lights up with the infectious energy of an amazing young cast of old and new Burberry family.

"We had such fun shooting the campaign and that comes through in the images, which reflect the upbeat spirit of the collection."

New It Girl Delevingne helped boost sales in Asia after she wore Burberry for Vogue in China.

In early July Andy Murray, Britain's first Wimbledon men's champion for 77 years, gave the brand a further endorsement by wearing one of its tuxedos to the Champions Ball. His girlfriend, Kim Sears, wore a plunging Burberry black gown.