Gabrielle Louise was excited when her little son, Jeremiah, then nine months, was featured on Primark’s new baby range last year. Jeremiah, now 14 months old, became the pride of his family while his mother believed that the move to choose him for a major high street clothing line was a win for dark representation.“I think diversity is important in modelling as I don’t think there is much representation of dark-skinned people,’ Gabrielle said.“Jeremiah is from Nigerian and Ghanaian descent and I got him into modelling by signing him up to an agency.“My son is quite rare as he has dark skin and I really wanted people to know you can be dark but still so beautiful,” she explained.
The adorable baby’s amazing pictures soon went viral and everyone was loving it. This February, Jeremiah, almost one and a half years old, was able to spot a picture of himself at a Primark store. Since his Primark shoot, he has gone ahead to advertise for Rochelle Humes’ skincare company, a Pampers shoot, a skin and hair company, as well as fashion magazines.
Jeremiah was, however, not only restricted to the UK, as a newly-opened American Primark used his pictures in their Brooklyn store, making him go international.“It was very overwhelming seeing him in the Primark store for the first time, we were so proud and couldn’t believe our son was now the main model in a store and not just online,’ Gabrielle said.“We actually first saw him in a store in Brooklyn, New York, as someone sent us a picture via his Instagram page and then a few others sent us pictures from other stores around the UK. We didn’t actually know it was going to be in stores as we had waited so long since the campaign went live so we thought it would just be online.”
Jeremiah’s mother, who is also a talent manager, is hoping to work with more high-end products like Armani, or Hugo Boss.“They have no representation of dark-skinned babies. It would also be good to work with baby companies like Mothercare, Aptamil or Tommee Tippee as they mainly use white babies,” she said.