Romeo Beckham, 23, has launched his own fashion label, Intra, selling retro-style sportswear. The Beckham family, including Victoria, David, and Cruz, posed in the brand's football jackets on a staircase in Ibiza, with the photo garnering over 200,000 likes on Instagram. Victoria wore a white top and black trousers from her own label, while the others donned England-style bomber jackets.
Victoria expressed excitement on Instagram, calling it Romeo's first 'independent' business venture. This follows the news that her 14-year-old daughter, Harper, is launching a beauty brand, and that Cruz is preparing for a tour with his band. Critics argue this reflects the 'performative nepotism' of Brand Beckham, which prioritises publicity over family relationships.
Brooklyn Beckham, the eldest son, previously accused his parents of valuing the 'brand' above family, stating that 'family love is decided by how much you post on social media'. Despite his criticisms, the family continues to engage in high-profile photo opportunities, with David and Victoria's combined net worth now estimated at £1.18 billion, making David the UK's first billionaire sportsman.
The timing of Romeo's launch, ahead of the World Cup, is seen as opportunistic, with the sportswear reminiscent of David's Manchester United era. A soft launch event in Soho featured a van displaying the brand's logo, and photos show Romeo hugging his parents with 'Intra' emblazoned on his jacket.
