They are one of the most famous families in the world – and now, Brits have crowned the Beckhams the ultimate modern family. In a study commissioned by Matalan, Victoria and David Beckham and their four children Brooklyn, Romeo, Cruz and Harper were voted by 20 per cent of people as the best representation of the modern family. Following closely behind was Jamie Oliver and his brood, with the Jolie-Pitts coming in third place with seven per cent.
Will Smith and Jada Pinkett-Smith's family also featured, as did Elton John and David Furnish. The survey marks Matalan's new campaign to mark their 30th anniversary. Jason Hargreaves, Managing Director of Matalan, said: "Made for Modern Families is our promise to families across the UK, now and in the future, to deliver the style, quality and value that they want and expect from a 21st century retailer.
"Family life has changed dramatically since we first opened our doors 30 years ago. The demands on parents and families are greater than ever as time is precious, life is faster and pockets are pinched. "Family is at the heart of our business and we are committed to being there to help families, whatever their make-up or wherever they're from, in everything we do."
Matalan's Modern Families campaign