Viral Photos of a 72-Year-Old Grandfather Modeling Women’s Clothing

Product photos for clothing lines typically feature generic, attractive models, since the point of the images is to make the clothes accessible and desirable to consumers. Yuekou, an online clothing store in China, has found great success by using a different approach: its photos for teen girl outfits feature a 72-year-old man.

The model, a man named Liu Xianping, is actually the grandfather of one of the store’s 5 recent-college-grad founders. The granddaughter, Ms. Lu, tells China Newsweek that the whole idea started rather randomly:

He picked up one piece and tried to give some advice on how to mix and match. We thought it was fun so we started shooting.

The grandfather states that he is happy to help his granddaughter however he can:

Why unacceptable for someone like me to wear women’s clothes? Modelling for the store is helping my granddaughter and I have nothing to lose. We were very happy on the day of the shooting. I’m very old and all that I care about is to be happy.

It was a quirky photo idea that would drastically change the store’s fortunes: the photographs went viral overnight, and sales of the clothing have exploded almost fivefold.

Given the buzz these photographs have generated, perhaps we’re seeing the birth of a new niche in fashion photography.

(via China Newsweek via Mail Online)

  • Antonio Carrasco

    two words: AWE SOME!!!!

  • Blog-Güero

    Just because you can doesn’t mean you should.

  • 11

    I think this is a good idea. Without the distracting pretty model, we can now focus on the dress and make an unbiased opinion

  • Oswald

    Karl Lagerfeld – I did recognize :)

  • loggggosphere

    That’s why mannequins were invented

  • Antonio Carrasco


  • wickerprints

    The secret to his success? He’s got those Twiggy legs that are the envy of many a young woman.

  • cheque

    Scroll from the bottom of the picture to the top…now tell me those aren’t some nice legs…

  • Richard Tucker

    You need to throw a paragraph or two at the top of the page(so you don’t see any photos on the initial page load), then put a link that jumps down below the photos with a note to view the photos scrolling slowly up from the bottom. This warped my brain, even after I had seen them all on the way down.

  • OmniMode

    The horror……….the horror…….

  • rtfe

    those directions warped my brain

  • Jeff Reynolds

    He looks like a combination of Andy Warhol and John Waters, both of whom would surely appreciate this campaign.

  • Mista Mensa

    hahaha awesome

  • Mark Wheadon

    Great — makes me smile.

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  • jinny

    the best marketing for him and he have many nice dress for woman.

  • jon

    this is a gorgeous man