The Grimsby lad is one of eight children chosen for the new campaign in his first official modelling job, after being snapped by Zebedee Management.
Parents Andrew and Karen Hale told the Grimsby Telegraph Joseph has dyspraxia and global development delay, as well as Down’s syndrome. Karen said: "Disability should not define them."Joseph is a person. His Down's is a small part of him. There is a lot more to see than the face value."They have a physical disability, yes, but people have preconceived ideas you need to see the person beneath."There is a lot they can teach others about not taking things for granted and they don't judge anybody."They still have the same thoughts and feelings and dreams."
Joseph, who wears a “traditionalist” green collared shirt and black trousers in the ad, is already lapping up his new-found fame. He said: “It was nice to show the video to friends at school. People can take selfies with me now.“River Island made it comfortable for me and I really enjoyed it. I was trying to get everyone to dance to the music. It is good to be able to champion disabilities."In fact, he already has his eye on the next prize. He added: “It would be great to do a shoot with Jaffa Cakes or Batman or with Smyths toys.”Although it’s his first modelling job, Joseph has had a stab at stardom already. Last month, he joined fellow members of the Zedebee Performing Arts Group when they auditioned for Britain's Got Talent. Zebedee director, Zoe Proctor told the Grimsby Telegraph: “He has done extremely well and we are very proud of him. This is a great way to celebrate diversity in the fashion world.“We have a lot of talented models on our books and we work with a lot of models nationally.
“But it is great to have the first jobs for local children. It is really special.”River Island’s Ashleigh Skinner said: “Joseph is a very special and sweet boy.”She added: “From Batman to Jaffa Cakes, Joseph is a big fan of the classics and this comes through in his style too. Smart with a relaxed feel, he likes to keep things traditional.“The film shows off Joseph’s fun personality and love of his shiny disco dancing shoes. His favourite thing to do is to visit his grandparents and he loves Jaffa Cakes.”The campaign, for the Kids and Mini collections, features children aged three to 11 years, including YouTube stars and celebrity children and youngsters with mixed abilities.