American Apparel believes that "Sexy has no expiry date" and the Los Angeles-based clothing giant is willing to put its money on it.
The fashion favourite has snubbed fresh faced young models for 62-year-old Jacky O'Shaughnessy in its latest lingerie campaign.
The mature beauty has been working for the label since 2011, after she was scouted by a company official in a New York restaurant two years ago.
While her first ad campaign, which came out in 2012, saw her fully clothed promoting sportswear separates, in the new adverts she is stripped down to just a bandeau bra and high-waist panties.
"You know, I've read so many times that modelling is vapid at best. I found it to be engaging and creative. It requires energy and an ability to communicate without words. Marsha had something in mind and took a lot of care to get it right," O'Shaughnessy told Fashionista.com after her debut in 2012.
"It wasn't a big shoot with lots of people fussing and helping, it was just Marsha [the photographer] with her camera so it was very personal."
It comes as no surprise that she has sparked a frenzy online after her images appeared on the American Apparel's Instagram and Facebook pages along with the tagline, "Sexy has no expiration date".
"As a 48 year old woman who is working hard to embrace all of the changes in my body in the midst of a culture which tends to prefer the much younger and taut, I am thrilled and encouraged to see a 'real' woman, an example of beauty and strength for women of all ages," wrote Holly Johnston.
"I want to see more models like her! Amazing!" read another comment.