What will make teenage fashionistas sit up and take notice? How about photos of your grandmother in lingerie?
That seems to be the strategy behind American Apparel‘s newest attention-grabbing advertising campaign, featuring 62-year-old New Yorker Jacky O’Shaughnessy modeling the brand’s underwear.
The image above appeared on AA’s Facebook page yesterday afternoon, with the tagline “Sexy has no expiration date”. When you click on the accompanying link, though, it takes you to AA’s lingerie page featuring its more familiar lineup of young female models.
O’Shaughnessy first attracted attention in late 2012 when she became the face of AA’s ‘Advanced Basics’ collection after being spotted in a New York restaurant by one of the company’s photographers. It was her first professional modeling assignment.
American Apparel hasn’t said much about its latest campaign, so it’s unclear what point, if any, it’s trying to make. Is it hoping to give its youthful customer base a broader appreciation of beauty? A greater sensitivity toward older people? Or simply an old-fashioned bait-and-switch to get media attention?
Regardless, it’s a clever way to emphasize the California brand’s slogan of “classic, timeless clothing” — and it’s generating lots of kudos for both AA and Jacky.
For now, AA is letting its customers do the talking. As one commenter said on its Facebook page, “I hope I look as great as her when I’m older!”