Stepping into his parents’ shoes, Romeo Beckham is featured in a new Spring 2013 ad from the Burberry label.

The 10-year-old middle child from England’s second-most-famous family (just behind the Royals) looks like a seasoned pro in the Mario Testino-helmed spread.

However, it seems Romeo is intent on striking his own modeling mold, as he wasn’t afraid to crack a smile in his shots—something mama Victoria Beckham would never do!

Additionally, Edie Campbell, Charlie France, and Cara Delevingne star with little Romeo in the new campaign, including a behind-the-scenes video.

Check it out below!