“The Beckham brand has evolved into a dynasty, and Cruz and Romeo are entering their imperial phase with surprisingly good timing”

Cruz-ing into a music career
Leading the charge with his savvy social-media presence is Cruz, who released his latest single, “For Your Love”, with his band, The Breakers, last week. He is already making waves in the music industry, having been signed to the same record label as Taylor Swift.

“Cruz has the raw material for a proper music career – not a novelty TikTok punt, but something with tone, training and decent industry guidance,” Mark says. “He’s clearly studying the playbook of the modern pop polymath: a bit of credibility, a bit of cool and just enough Beckham sparkle to open doors without kicking them in.”

Indeed, Cruz recently saw a golden opportunity to capitalise on the fanbase of his mother’s band, the Spice Girls. He played guitar as Victoria sang Viva Forever with Geri Halliwell-Horner and Melanie Chisholm at their former bandmate Emma Bunton’s 50th birthday party, instantly making global headlines.

Boosting his credibility, he was spotted last Wednesday with his girlfriend, the songwriter Jackie Apostel, 30, at the premiere of Paul McCartney’s documentary, Man on the Run, at the Ham Yard Hotel in Soho, where the couple rubbed shoulders with the Beatles legend himself.

Next month, Cruz will perform two shows at the Courtyard Theatre in London, having added a second date after selling out the first night. His number of monthly listeners on Spotify has jumped from 30,000 to 100,000 in a matter of weeks. And although his debut single, Optics, only reached No.79 on the UK singles chart, Ronnie Traynor, the chief music officer at Riot Noise, says Cruz is taking the long road to success.

“He isn’t just relying on the Beckham name – he’s writing, co-writing and putting in the work to find his own sound and audience, which is exactly what you need to build credibility in today’s music landscape,” says Ronnie, who has worked with the likes of Charli xcx.

“From what I’ve seen so far, he has both the talent and the hunger to do that. The new material feels confident and contemporary – there’s a kind of Harry Styles-meets-The Strokes energy to it – and the fact that his shows are selling out speaks volumes about genuine fan engagement.”

Romeo the runway star
Meanwhile, Romeo, 23, is carving out a serious career in high fashion, most recently starring in Willy Chavarria’s show at Paris Men’s Fashion Week. With Versace, Balenciaga and H&M already on his runway CV, following his modelling debut for Burberry in 2013, he is now signed to the prestigious Paris-based fashion agency SAFE Mgmt, joining famous faces such as Alexa Chung.

Despite showing early promise as a footballer – Romeo enjoyed stints with both Brentford and Inter Miami, the Major League Soccer club co-founded by his father – he has officially traded the pitch for the catwalk to focus on his burgeoning modelling career. No doubt his on-off girlfriend, fellow model Kim Turnbull, 24, has been a constant source of industry insight.

The fashion consultant Mandi Lennard tells HELLO! that walking for the visionary former Calvin Klein designer Willy Chavarria has helped Romeo “score points” in the industry.

“That Paris blockbuster show is still playing out over everyone’s feed,” she says. “There in the middle of it all, the towering presence of a black leather-blousoned Romeo, hands in the pockets of baggy jeans, traversing the car-park stage set with a nonchalant confidence.

“He’s already closely affiliated with Balenciaga – walking in their shows, starring in their campaigns and wearing it all off-duty – and he’s fronted a black-and-white Saint Laurent campaign shot by David Sims. Add in all the editorials and the top-level creative teams that entails and he’s pretty much operating out of the industry’s epicentre.”

Mark Borkowski adds of Romeo: “He is carving out a route that feels less like inherited celebrity and more like someone who understands the fashion world’s appetite for narrative. He’s got the look, the access and, crucially, the restraint, which is rare for second-generation fame. If they maintain this trajectory, they’re not going to be lumped in with the usual nepo-baby clichés.”

Harper the make-up queen
Although Harper is only 14, she is already being positioned as the crown jewel of the family’s empire, experts believe. She found herself at the heart of the Beckhams’ public narrative recently, after Victoria reposted a heartfelt Valentine’s Day tribute from her daughter’s private Instagram account.

The post featured a throwback photo of Harper alongside her brothers – including the absent Brooklyn, 26 – with the emotional message: “I love you all so much words can’t describe it.”

“With the Beckham name, the right team and her mum’s guidance, Harper’s potential earning power could be huge – a multi-million-pound brand in the making. She could become the UK’s next big beauty mogul”

A standout in Victoria’s recent Netflix documentary, Harper has built a loyal following thanks to her natural charisma and the makeup tutorials she frequently posts on her mother’s social media accounts.

With feverish speculation having been sparked by the trademarking of HIKU BY HARPER, it seems that a debut beauty range is more than just a possibility. In October 2024, at the launch of Victoria’s 21:50 Rêverie fragrance in New York, Harper wrote on a manifestation card – shared by her mother on Instagram – that her dream was to “create an amazing brand when I am older”.

By blending Victoria’s industry expertise with her own Generation Alpha appeal, Harper is poised to become the youngest mogul in the Beckham dynasty.

Millie Kendall, the founder of the British Beauty Council, says: “Victoria Beckham Beauty has enjoyed huge success over the past few years, seeing growth alongside her fashion line, so it would be no surprise if Harper wanted to dip her toe into the beauty world, too. Hats off to her.”

The brand expert Nick Ede says: “With the Beckham name, the right team and her mum’s guidance, Harper’s potential earning power could be huge – a multi-million-pound brand in the making. She could become the UK’s next big beauty mogul.”

Speaking about the trio’s earning potential, Mark Borkowski says that they are certain to increase the family’s fortunes. “A billion-dollar outcome is possible, but it will depend entirely on whether each of them can establish authentic gravity beyond the family narrative,” he says.

There’s no doubt that the Beckham offspring are being expertly guided as they seek to build their own business empires. As Romeo, Cruz and now Harper emerge as formidable stars in their own right, Brand Beckham is seamlessly evolving into a sophisticated new era.