A model Middleton! 'Handsome chap' James approached to star in 'designer campaigns' by girlfriend Donna Air's model agency

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James Middleton, 28, has been approached by London agency Models 1
'Handsome chap' could have a future modelling for high-end designers
Mr Middleton is currently focusing on Boomf and announced new designer
Said the luxury marshmallow firm is 'all for supporting new young talent'
Company sells boxes of nine marshmallows for £15 ($25) each

Published: 04:36 EST, 17 July 2015 | Updated: 05:01 EST, 17 July 2015

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He's not always had the greatest amount of success in business but if his latest venture, Boomf, doesn't work out then James Middleton can always become a model.

'Handsome chap' Mr Middleton was reportedly approached by Models 1 this week who believe he could have a future fronting high-end campaigns.

The agency, which also represents Amber Le Bon and actors Luke Treadaway and Max Brown, is used by Mr Middleton's girlfriend, Donna Air, 35.

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New job? James Middleton, pictured with girlfriend Donna Air, has reportedly been approached by Models 1

According to an insider quoted by the Mirror, 'handsome chap' Mr Middleton wouldn't be short of opportunities.

They added: 'He is perfect for top designer campaigns and dapper threads.'

Mr Middleton is currently focusing on his marshmallow business Boomf and this week hired a top young designer who took part in a competition to win a job with the company.

21-year-old Izzy Burton, from the Cotswolds, has been given a contract to produce designs to feature on Boomf's £15-a-box sweets.

'We were really impressed with Izzy's creativity in designing something that stays true to our ethos of "say it with Boomf",' he explained.

'We're all for supporting new talent and her artwork is really striking and versatile - we think it will be a big hit with our fans and we're looking forward to welcoming her to the team.'

Starring role: An insider said he would suit 'top designer campaigns and dapper threads'

James Middleton shares his snazzy fashion tips (related)

Royal in-law: Mr Middleton, back row third from left, with the Middleton clan and the Royal Family

Miss Burton added: 'I am so excited about winning and kick starting my career with Boomf - having just finished university, this will be a great first step to getting my art and illustrations out there.

'Coming from such a small village with only 40 people, I'm really looking forward to moving to London and getting inspired.'

Boomf is the latest venture launched by Mr Middleton, who hit the headlines earlier this year after closing down two of his cake firms and also a wine business.

One, the Cake Kit Company, was launched in 2007 shortly after he dropped out of Edinburgh University and was set up using an £11,000 loan from his uncle Gary Goldsmith.

The cake making kits were to be sold through the website of his parents' company, Party Pieces, but are now no longer available.

The other two firms struck off the official register at Companies House were Nice Cakes Ltd and Nice Wine Ltd.

Business: Mr Middleton is currently focused on work and announced the hiring of a new designer this week

Talent: Mr Middleton's firm Boomf has given a contract to 21-year-old designer Izzy Burton (second right)

Sweet success: Miss Burton's designs will feature on Mr Middleton's £15-a-box luxury marshmallows

Boomf! Get your pictures printed as Instagram meets marshmallows

Accounts for the firms’ parent company, Nice Group London, disclosed last February that it had made a loss for the third year running.

The accounts showed that the company had just £20 in the bank and that James had to rely on his family to support the business.

By contrast, Boomf has so far enjoyed modest success, although Mr Middleton caused a stir last autumn when he made an appearance to promote them on US television.

At the time, the Duchess of Cambridge was in the early stages of her second pregnancy and the 28-year-old confided that she was 'on the mend' to viewers of Good Morning America.

He also used the interview to reveal that he had bought William and Kate's spaniel Lupo as a wedding present for the couple and discussed being an uncle to Prince George.

'The most wonderful thing was that everyone was celebrating with us,' he said of the prince's birth in 2013. 'Me, becoming an uncle and my parents becoming grandparents. It was exciting.'

He added: I still see Prince George as my nephew and I just want to be the best uncle possible. Like any uncle wants to be, I want to be the cool uncle.'