EXCLUSIVE: Coleen Rooney is being a supportive mum as her youngest son, Cass, takes up a new role in the limelight despite Coleen’s fears of her kids finding fame
Coleen and Wayne Rooney’s youngest son, Cass, might be stepping into the spotlight as a model, but his proud parents are doing everything they can to ensure his feet stay firmly on the ground. The eight-year-old is the star of Primark’s latest advertising campaign in which he’s modelling a range of childrenswear designed by his fashionista mother.
According to reports, former I’m A Celebrity contestant Coleen signed a seven-figure deal to work with the high-street retail giant — and she’s clearly keen to keep it in the family, with cute Cass playing a key role in promoting her creations.
Coleen, 40, who has three other sons with ex-Manchester United star Wayne – Kai, 16, Klay, 13, and 10-year-old Kit — said, “Having Cass as part of the kidswear photoshoot was special.”
While some might roll their eyes at the prospect of yet another celebrity offspring having a stab at fame, PR expert Nick Ede believes that the Rooneys will do their utmost to prevent the attention from going to the schoolboy’s head.
“Coleen and Wayne have always struck a careful balance between giving their children opportunities, while protecting them from the pressures that inevitably come with being part of one of Britain’s most famous families,” he says.
“Coleen, in particular, is incredibly hands-on and understands better than most how intense public scrutiny can be. By choosing family-friendly, trusted brands like Primark and allowing opportunities that feel authentic, she’s helping her children gain valuable experience without overexposing them.
“It’s a very strategic approach, rather than chasing fame for fame’s sake.”
Cass isn’t the only Rooney youngster to see his public profile soar in recent weeks. Earlier this month, their eldest son, aspiring soccer star Kai, signed a scholarship deal with Wayne’s former football club, Manchester United. Sharing a photo of his son inking his deal at Old Trafford, a beaming Wayne, 40, wrote on Instagram, “Proud of you @kairooney.10” followed by a red love heart emoji.
And while there will undoubtedly be cries of “nepo baby”, Nick says Kai, who has been part of the club’s youth ranks since he was just 11 years old, would never have been given such a golden opportunity without the requisite skills on the pitch.
“Kai signing for Manchester United is very different from being famous just because of his surname,” he says. “Both Coleen and Wayne will be keen for him to be judged on his own ability, rather than his family name.
“As the boys get older, it’s natural that they’re beginning to step into the spotlight in their own right, but everything we’ve seen suggests it’s being done in a measured and controlled way.”
While this means they could be opening themselves up to criticism, our expert believes Coleen — who’s previously had lucrative deals with George at Asda and Littlewoods — is perfectly placed to help them navigate the ups and downs of fame.
“I think we’ll continue to see Coleen acting as a gatekeeper for her children’s public profiles,” says Nick. “She knows the value of privacy and will want them to enjoy as normal a childhood as possible while also supporting their ambitions.
“Every appearance and partnership is likely to be carefully considered, ensuring it enhances their future, rather than overwhelming it.
“That’s one of the reasons the Rooney family brand has remained so strong — they’ve never appeared to exploit their children.”
Primark’s ‘By Coleen’ AW26 collection is available to shop in store and click and collect from 28 July. Her kidswear range is available from 18 August.
