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Jackie hits the jackpot: Cruz Beckham’s girlfriend goes from little-known singer to securing deals with luxury brands Dior and Burberry
They are the family who became a brand with the Midas touch… and now, it seems, more than a little of that magic has rubbed off on the latest member of the extended Beckham clan.
When Jackie Apostel started dating David and Victoria’s youngest son Cruz a little over a year ago she was an aspiring songwriter, a former member of a little-known Brazilian girl band called Schutz.
But since then the 29-year-old has landed a series of lucrative endorsement deals to model and promote some of the world’s most prestigious brands.
She has started working with luxury fashion houses such as Dior, Burberry and Jimmy Choo as well as jewellery firm Pandora and beauty brands including Sol De Janeiro and Summer Fridays.
The deals involve posting branded pictures and videos to her 168,000 social media followers, which industry experts say can earn upwards of £10,000 per post.
She has uploaded six branded posts to her Instagram feed in the last week alone, including a video for Dior Sauvage to celebrate ten years of the fragrance.
When Jackie Apostel (right) started dating Cruz Beckham (middle) a little over a year ago she was an aspiring songwriter, a former member of a little-known Brazilian girl band called Schutz
The 29-year-old (above) has landed a series of lucrative endorsement deals to model and promote some of the world’s most prestigious brands
Jackie (above) has started working with luxury fashion houses such as Dior, Burberry and Jimmy Choo as well as jewellery firm Pandora and beauty brands including Sol De Janeiro
Jackie’s social media following has almost doubled since she began dating Cruz in June 2024 – making her more attractive to the companies’ marketing teams.
She has gained 3,000 Instagram followers in the past 30 days alone. Although she has a long way to go to match Cruz’s 2.1 million followers, her status is only destined to grow the closer she moves into the Beckhams’ orbit.
Jackie joined the family on board their £16million yacht as it sailed the Mediterranean this summer, and in May, a video showed Jackie and Cruz singing David and Victoria’s favourite song, Islands In The Stream, as the family celebrated the footballer’s 50th birthday at West London restaurant Core.
In a clear sign she has the Beckham seal of approval, Jackie also recorded content for Victoria Beckham Beauty last month.
It featured the brand’s fragrance and body oil, priced at £170 each, with a soundtrack by 20-year-old Cruz, who is working on his own musical career, and a caption that called Jackie ‘our VBB Muse’.
Victoria – whose business is said to be worth more than £100 million despite regular losses – has also dressed Jackie in her designs.
The past few weeks have been particularly busy – and, no doubt, profitable for Jackie.
She has attended a Dior Beauty party, a Jimmy Choo dinner and various Paris Fashion Week events in May, including – of course – Victoria Beckham’s show.
Meanwhile, she continues to work on her music… but she’ll need a massive hit if it’s to be as lucrative as her brand tie-ins.
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Jackie hits the jackpot: Cruz Beckham’s girlfriend goes from little-known singer to securing deals with luxury brands Dior and Burberry
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