His father sashayed down the catwalk four years ago to model a Rugby World Cup kit, and said he enjoyed getting in touch with his "metrosexual side". Now 20-year-old son Max Key is taking a turn on the fashion front, he tells The Diary.
The Auckland University student, who is studying towards a commerce degree, posed for the pages of Remix magazine.
"I was chuffed to be asked by Remix to be part of their latest edition," Max said.
The magazine profiled the runway-trend colour green in its menswear editorial pages.
Editor Steven Fernandez said the Prime Minister's son was an obvious choice.
"We knew Max had an interest in modelling, and we reached out to him to model in our menswear trend page. Green is a hot colour right now on the catwalks in Paris and Milan," Fernandez said.
The shoot took place at the magazine's Ponsonby office two weeks ago with photographer Eva Brichau. Fernandez says there is some interest from agencies in signing Max as a client.
Key the Younger has no problems trending himself. Stories about his foray into music as a DJ, clubbing with Kim Dotcom's ex-wife Mona, and rounds of golf with Barack Obama, have generated plenty of page views.
His presence in the magazine is sure to generate plenty of buzz.
The fashion industry is no stranger to using family fame to hawk its wares, and Key isn't the first celebrity offspring to land a modelling job.
Romeo Beckham, Victoria and David's son, became a Burberry model at the age of 12. Daisy Lowe, Peaches and Pixie Geldof, Georgia May Jagger, Kendall Jenner and Amber Le Bon have all had their high-profile turn in the fashion limelight, thanks to famous families.
Dylan Penn, the daughter of Hollywood aristocracy Sean Penn and Robin Wright, has just scored a campaign with Italian fashion house Ermanno Scervino.
Jerry homage wins praise
We love that Jerry Collins' former All Blacks teammate Chris Masoe, who was given the grim task of identifying his body after the tragic car accident in France on Friday, dyed his hair blond at the weekend in a poignant tribute to his friend, who famously sported peroxide locks. Toulon teammate Drew Mitchell (pictured above with Masoe) praised Masoe's follicular homage after their loss against Stade Francais. "The hair was a nice touch, but the way you played would've made JC even prouder," the winger wrote on Twitter. "Rest easy Jerry."
Spotlight on brain cancer
She used her Logie acceptance speech last month to highlight the devastating earthquake in Nepal and encouraged everyone at the Australian awards ceremony to make a donation towards disaster relief. Now Kiwi thespian Danielle Cormack is joining Hollywood stars in the fight for brain cancer awareness.
She has joined a growing list of celebrities, including Susan Sarandon, Zac Efron, Kylie Jenner, Jon Hamm, Kristen Wiig and Olivia Wilde, appearing in The Beauty Book For Brain Cancer.
"It's always an emphatic yes when I'm invited to participate in endeavours like this: initiatives that change people's lives," Cormack told a Sydney newspaper this week. She says she likes to use her It-girl status for good.
Kiwi pair to mingle with stars at US film festival
Congratulations to Shorty St actress Angela Bloomfield and her friend Kate McDermott whose movie Linda's List will screen at the Palm Springs short film festival which runs from June 16-22 in California.
The Kiwi co-directors will both attend, where they'll rub shoulders with high-profile stars also showcasing their shorts, including Katie Holmes, Bryce Dallas Howard and Kate Mara. Films from 51 countries will screen.
Other short films from New Zealand on show at the festival include Gregory Bennett's black comedy I Strongly Suspect, Matthew Saville's thriller Dive, Hamish Bennett's heart-warming movie about a farmer's lifelong love called Ross & Beth, and Restoration, a detective mystery directed by Tim Tsiklauri.