An 11-year-old boy with Down Syndrome has a staring role in UK clothing chain River Island's new children's range.
Joseph Hale, from North East Lincolnshire in the UK, is one of eight child models to feature in the 'RI Kids Squad' campaign, the Telegraph reports.
The campaign shows Joseph as one of a crew of style heroes, posing and dancing in his "traditionalist" outfit.
His parents, Andrew and Karen Hale, say they hope the campaign will help change people's perceptions of Down Syndrome.
"For Joseph to be included is a real positive thing and we are so proud of him," Mrs Hale tells the Telegraph.
"It shows there is much more to his personality and hopefully this will be seen by other parents and children who realise his disability does not define him.
"There is a lot more to see of Joseph than at face value, and he is perceived with the same thoughts, dreams and ambitions as someone without Down Syndrome. I hope this changes the perception the world has on people with Down Syndrome."
Joseph, who also has dyspraxia and global development delay, was chosen by scouts for River Island after they saw his portfolio on the website of Zebedee Management, a talent agency for people with disabilities.
Joseph Hale models for River Island's new children's range. Source: River Island
On his modelling page, Joseph is described as a "lovely young boy with a gentle and kind nature ...[who] loves dancing & singing and attends a local drama group".
Joseph says he is enjoying the reaction from his classmates at Cambridge Park Academy in Grimsby.
"It was nice to show the video to friends at school. People can take selfies with me now," Joseph tells the Grimsby Telegraph.
"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."
River Island customer director Josie Cartridge says they are keen to support inclusivity as a brand.
"The idea of the squad was to create a diverse group of children to portray 'squad goals'. Joseph is great fun with an infectious laugh and star presence," she says.
"We hope by being more inclusive this will help achieve wider acceptance for people with disabilities."
