It seems like just the other day he was a cute kid kicking a soccer ball around and doing little boy things with his dad and siblings.
Now Cruz Beckham is a cover star - and the poses he strikes and the image he's projecting have become quite the talking point.
Sporting a new pink buzzcut and dripping in bling, the 17-year-old drops his jeans as he sprawls on a chair for the cover of i-D fashion magazine.
Accompanying images inside the publication's Out of Body issue are just as provocative. In one he places his finger inside his mouth as he lies back. In another he holds his hand over his groin, staring into the camera dressed in only a pair of billowing pink pants.
Suggestive? Absolutely. Which is why there has been such an outcry.
However, it isn't David and Victoria Beckham's youngest son who's come in for hammering: Posh and Becks have been slammed for allowing Cruz, who's only just turned 17, to star in such a provocative shoot. The power couple have been accused of sexualising him, with some critics calling the snaps “disturbing”.
These images of Cruz Beckham in i-D magazine have caused an uproar on social media. Critics say the teenager is being sexualised and that the photos are sick
I can't be the only one uncomfortable with 17-year-old Cruz Beckham thirst trapping and stripping to his boxers for a magazine's front cover one tweeted.
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