(IDEX) - Tiffany & Co is suffering a backlash over its new ad campaign - condemned on social media as disgusting, disrespectful and ageist.Posters of grungy young women with attitude (pictured), headlined Not your mother's Tiffany, have appeared by roadsides in Los Angeles, USA.It follows the on-off-on-again $16.2bn buyout by luxury conglomerate LVMH and the appointment of 29-year-old Alexandre Arnault - son of CEO Bernard Arnault - as Tiffany's executive vice-president. He has pledged to "focus on advertising campaigns and luring young customers".Older customers may be taking great offence at the break with tradition, and the implication that youth matters more than loyalty. But Tiffany is clearly gambling on a net gain.The MarketingWeek website has faith, and believes LVMH's core competence is revitalising brands like Tiffany. "Give it a stumbling giant and LVMH rarely, if ever, fails," it says.