Seven-year-old Rio Williams, who lives in Bath with his family, shines in Burberry’s Summer 2025 campaign, beaming with joy as he enjoys the fun and attention he gets on set. Represented by inclusive agency Zebedee Talent, Rio is helping reshape perceptions of neurodivergence, and showing what children like him can do, not what they can’t.
Rio loves to move to the rhythm. In the TV studio, surrounded by cameras and crew, he keeps the momentum on the rocking horse, beaming with joy and soaking up every bit of the attention being thrown his way. Because having fun is the primary objective here, he doesn’t realise that he is sporting some seriously stylish clothing and he is starring in the promotional video of Burberry’s Children’s Summer 2025 range.
Born with Down syndrome and facing significant health challenges early in life, Rio is a confident and sunny presence in front of the camera. Represented by Zebedee Talent, a leading inclusive talent agency supporting models with disabilities and visible differences, as well as the globally renowned British fashion house Burberry he’s appeared in national campaigns for Primark, CBeebies and Amazon’s Grand Appeal.
“He doesn’t really know what Burberry is”, his mother Kim says with a smile, “but he knows he’s having fun, that he needs to smile for the camera and that people are clapping and blowing bubbles and using balloons and making him laugh. That’s what he responds to – that warmth, that attention. He’s like many other children with Down syndrome – happy, dancing and in love with music And then afterwards, he gets a treat, sweets or chocolate or something. That’s the deal!”
Much of Rio’s early life was spent in and out of hospital in Bristol, dealing with serious medical complications that would test any family’s endurance. “It was an incredibly hard time,” Kim recalls. “We’re still living with the after-effects, really. Rio still has ongoing health concerns, and although things aren’t as intense now, there’s always that background worry. You never quite relax.”
During those hospital months, the family had to juggle everything – not just Rio’s needs, but also those of his older brother, Felix, who was very young at the time. “We’re lucky to have a close-knit circle of friends and family here in Bath and Bristol,” Kim says. “They stepped in when we needed them – especially to help with Felix, so he was cared for while we were in hospital with Rio.”
Despite the challenges, the experience also brought the family closer. “Felix has been incredible,” Kim says. “He’s like a young carer, really. He helps me get Rio dressed, keeps an eye on him when it’s just the two of us, and he’s always there for him.”
The bond between the brothers is incredibly strong. “Felix is so proud of Rio, and I think it’s shaping him into a really empathetic, grounded person. It’s the kind of experience that gives you a deep understanding of life early on.”
Rio’s modelling journey was not pre-planned. After seeing other children with Down syndrome featured in advertising campaigns, Kim began to wonder if Rio could do something like that too. “I didn’t expect much,” she says. “We applied to Zebedee Talent, just to see what might happen. Then out of the blue, they asked if Rio could attend a casting for Primark. He hadn’t even turned one.”
He got the job. Which isn’t so surprising because Rio is a very handsome young man who revels in the unsolicited attention that an advertising campaign brings. Since that first shoot, Rio has taken part in several Primark shoots and a CBeebies family advert, and the Burberry shoot marks a new level of exposure and prestige.
The film and camera team clearly invest in making the experience upbeat and enjoyable for the models, sweets and all. And at audition stage there is no pressure or anxiety. Since the pandemic, most casting sessions are done via smartphone, which suits Rio perfectly. “For modelling auditions I just film him at home,” Kim says. “It’s relaxed, it’s calm, and he’s in his own space. For kids with additional needs, it’s such a better process than being rushed around busy studios.”
Zebedee Talent also provide exceptional support. “They understand that things might take longer, that neurodiverse kids need a different kind of environment. And they make sure the brands they work with get that too. It takes the pressure off. Rio doesn’t really register that it’s ‘work.’ He just thinks we’re having fun together.”
And that’s exactly what comes across in the photos, and why they are so magical and touching.
For Kim and her family, Rio’s modelling is also a way of changing perceptions. “There is still this outdated idea of what Down syndrome is,” Kim says. “And I think seeing people like Rio, smiling back at you from a billboard or a magazine, really challenges that. It shows the world what children like Rio can do – not what they can’t.”
While high-street brands have made significant progress in becoming more inclusive, Kim sees Rio’s appearance in Burberry’s campaign as a major step forward. “It’s amazing to see high-end fashion opening up. It shows that inclusion isn’t just a trend; it’s becoming the norm and that’s powerful.”
Rio himself is starting to recognise others like him in the media. “He gets so excited when he sees someone else with Down syndrome on TV,” Kim says. “We’ll say, ‘Look, they’ve got Down syndrome too,’ and he just lights up. He gets it, in his own way. That kind of visibility matters, not just for him but for families like ours.”
Though he’s fronted major campaigns, Rio is still very much a seven-year-old boy – full of energy, curiosity and a love of life’s simple joys. “His favourite thing is music,” Kim says. “He’s got his own little DJ set at home, and he’s always dancing. One minute it’s hip hop, then it’s reggae, and then it’s Baby Shark. His taste is… eclectic!”
He’s also a water baby. Every week, Rio takes part in hydrotherapy sessions at a local pool run by a charity. “He can’t swim yet, but he absolutely loves it,” Kim says. “He just lights up in the water.”
School is another big part of his routine. Rio attends a mainstream primary school in Bath, but will be transitioning to a special school in September. “He’s so sociable,” Kim says. “He doesn’t want to leave at the end of the day sometimes. He just loves being around people.”
And at the heart of it all is his bond with his brother, Felix. “They adore each other,” Kim says. “Playing football outside, getting messy in the mud… that’s their happy place. For the Primark ads, it was really nice because Felix was also involved and he got to have some of the excitement as well, seeing himself on TV.
Raising a child with complex needs brings its share of challenges, but for Kim, the impact of having Rio in her life goes far deeper than logistics or care. “The biggest thing he’s taught us is patience,” she says. “Everything happens in Rio’s time – getting dressed, leaving the house, reaching milestones. But we’ve learned to slow down and see the world a bit more like he does. He’ll stop and stare at a bird in the sky and say, ‘Wow, amazing!’, and with such wonder. He makes us all pause and appreciate things we’d normally rush past. He does change your outlook on life. And if you’re having a bad day, he’ll do something that lifts you up and you think, here he is dancing and having a wonderful time, and I’m worrying about something insignificant.”
Rio’s medical history has also shifted Kim’s perspective in a profound way. “We’ve faced some terrifying moments with his health. So now, I don’t sweat the small stuff. He’s taught me what actually matters.”
As for the future, Kim says they’ll continue supporting Rio in whatever way that keeps him smiling – whether that’s in front of a camera, dancing to music in the kitchen or splashing in a swimming pool.
“We’re just proud of him for being who he is. And I hope that when people see his face in a campaign like Burberry’s, they don’t see his difference, but rather his warmth and his capacity for joy.”
Mission accomplished then.
uk.burberry.com/c/children; Instagram: @downwithrio