Seventy two year old Liu Xianping posed in outfits from his granddaughter's fashion store Yuekou for a joke.
But when Ms Lv posted the snaps online, the two were surprised to find the photos go viral almost overnight.
What began as a lighthearted joke fast became a successful publicity campaign after the images went global - and Ms Lv saw sales soar.
According to China Newsweek, Ms Lv said the stunt was all her grandfather's idea.
'He picked up one piece and tried to give some advice on how to mix and match,' she said. 'We thought it was fun so we started shooting.'
The outfits, designed for teenaged girls, feature bright pink capes, striped tights and over the knee socks, with plenty of lace, ribbon and frippery.
Chenille scarves and pink-framed sunglasses finish off the looks, and Liu carries a wine-coloured handbag in many of the shots.
Posing in a sequence of outfits, his long slim legs and slender physique shows Yuekou's clothing off to its full advantage - and has earned the store infinite more hits than if a regular model had been used.
Indeed, since Liu's photographs, posted on Tmall, one of China's leading retail sites, went viral, sales at Yuekou have increased fivefold.
Liu's legs are reportedly the envy of women all over China - even the world. 'He has such a good figure,' offbeatchina.com reported one fan as saying. 'He has such a good figure, especially those legs!' and another likening the elderly gent to Karl Lagerfeld.
For his part, Liu told China Newsweek that he is glad to model for the store - and happy to be able to help his family.
'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,' he said.
'We were very happy on the day of the shooting. I’m very old and all that I care about is to be happy.'
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