It's usually teen models who are discovered by accident, but in this case the new fashion darling is Liu Xianping, a 72-year-old grandfather from China.
His granddaughter, Lv Ting, is a women's clothes seller with Taobao, China's biggest online shopping service provider. She was having trouble finding a model for her fashions, when her slim-framed grandfather kindly volunteered.
The South China Morning Post reported that within days of the photos being posted online, they had gone viral, with Liu Xianping becoming a worldwide sensation.
It proved very good for business, too, with the latest reports showing sales had increased six-fold.
Ting said she was surprised how good her grandfather looked in the clothes, as well as the wigs, stockings and accessories. Weighing 110 pounds and standing at 5 feet 5 inches tall, she said Xianping was the perfect model.
Xianping told the Shanghaiisthe was happy to help his granddaughter.
"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.