It’s one of the UK’s most popular online retailers, but that doesn’t mean Missguided is going to bow down to any standardised definition of beauty.

Having previously awarded Amber Rose and Pamela Anderson the coveted Mega Babe of Missguided title, the clothing giant has revealed 88-year-old Internet sensation Baddie Winkle as the face of its latest campaign.

Despite having been born in 1928, Baddie is both an unlikely and ideal fit for the brand.

 

My campaign with Missguided launched today, check it out!!! @missguided #baddie4lyf

A photo posted by badddiiie (@baddiewinkle) on Nov 1, 2016 at 6:27pm PDT

 

We've got something BIG dropping on November 18 Wanna find out what it is? Then be like @baddiewinkle and get on the #naughtylist – just share a selfie on Insta using #naughtylist #missguided and we'll holla at you on the 18th  (: @katebones) | #baddie4lyf

A video posted by MISSGUIDED (@missguided) on Nov 2, 2016 at 1:51am PDT

She has been described by the site as a “true icon” who inspires others to “wear and be whoever they want, ignore the basics and always, always stay wild”.

Check out Baddie’s badass campaign below: