The Beckham family has been accused of ramping up their 'brand' after Romeo Beckham, 23, launched his own fashion label, Intra. The sportswear brand, which draws on retro styles and influences from England, Brazil and America, was promoted with a family photoshoot in Ibiza. The image, posted on Victoria and Romeo's Instagram, shows David, Victoria, Cruz, Romeo, and their partners Jackie Apostel and Kim Turnball posing on a staircase in Romeo's England-style bomber jackets, except Victoria who wore her own label.
Victoria gushed: 'So excited for you' about Romeo's 'independent' venture. This follows news that Harper, 14, is launching a beauty brand, and Cruz is preparing for a tour with his band. Critics argue the family's relentless promotion highlights nepotism, with the Beckhams' combined wealth now estimated at £1.18bn, making David the UK's first billionaire sportsman.
Brooklyn Beckham's earlier criticism of the family's prioritisation of 'brand' over relationships has resurfaced. In January, he accused his parents of valuing public promotion above all else, saying: 'Brand Beckham comes first. Family love is decided by how much you post on social media.' The latest family photo op suggests little has changed.
Romeo's soft launch last week in Soho featured a van with the brand's logo, and further photos showed David casually tying an Intra jacket around his torso. The brand officially launches later this week, timed with the World Cup. Despite Brooklyn's warnings, the Beckhams continue to capitalise on their family image, with Harper's upcoming skincare line HIKU by Harper also raising eyebrows.
