Top retailer in Ireland, Primark, is diversifying the look of its brand, representing the beauty of darker skin with new nine-month-old Jeremiah, leading their autumn and winter fashion.


“I think diversity is important in modelling as I don’t think there is much representation of dark-skinned people,” Gabrielle told in a recent interview. “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.”

Little Jeremiah’s images are going viral all over social media; however, according to his mother, “comments have been overwhelming and they remind me how hard it was to be dark skinned growing up but now people really appreciate it. I really want him to progress with modelling and do more things with brands to represent dark skin culture.”

And of course Jeremiah’s mom and his team have bigger dreams for this adorable little shining star. “I think it would be good 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.”

And we definitely agree that Little Jeremiah is way too cute to just stop with Primark. It is no doubt that we will hopefully see this adorable face for many many years to come. He is way too cute to not be in the limelight!

Primark, also named Penneys, is an Irish fast fashion retailer, headquartered in Dublin. It is a subsidiary of Associated British Foods. First founded by Arthur Ryan, the store offers a wide range of products including baby and children’s clothing, women’s wear, men’s wear, home goods, accessories, footwear, beauty products, and more.

Tiffany Silva

Tiffany Silva

Writer and Editor

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