72-Year-Old Man Models Teen Clothes for His Granddaughter's Label

China's Yuekou brand goes classic

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.

The right look for your models can make or break your fashion label, which is why it's surprising that Chinese teen-girl fashion clothier Yuekou is using a 72-year-old man as the face of the brand. Turns out that Liu Xianping is the grandfather of the owner, Lv Ting. One day he picked up an outfit and tried to give Lv advice on mixing and matching, so they started shooting for fun. What came out of it was a new look for the brand, and even more surprising, a good look.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in