In the mainstream modeling world, youth is prized above all else, skewing definitions of young and old in the industry. Some agencies won’t even consider hiring a 25-year-old, let alone anyone who’s middle-aged.
That’s what makes Russian modeling agency Oldushka so unique and refreshing. It started as a passion project for founder Igor Gavar, who photographed retirees for his blog, also named Oldushka. His Moscow-based company exclusively represents models who are 45 and older, flipping the script and encouraging age diversity in the fashion industry. “Beauty—it’s a quality that becomes more valued with years,” Gavar told Vogue. Now his models are appearing in lookbooks of local designers and brands in Russia. Check out some of the faces of Oldushka below.
Olga Kondrasheva, 71 years old
https://www.instagram.com/p/BYqJsNojN5X
Victor Sosnovtsev, 73 years old
https://www.instagram.com/p/BS0zvSzgG0T
Tatjana Nekliudova, 61 years old
https://www.instagram.com/p/BQQZtBXDQCD
https://www.instagram.com/p/BcwqiPJlDZe
Ivan Petkov, 53 years old
https://www.instagram.com/p/BS_C_0ZgYRU
Valentina Yasen, 63 years old
https://www.instagram.com/p/BWxHJZbFL7u
https://www.instagram.com/p/BYbmT3wgMVo
Ludmila Brazhkina, 63 years old
https://www.instagram.com/p/BYYMVMOAZx6
Irina Belisheva, 70 years old
https://www.instagram.com/p/BaMcrhZlo4D
Sergey Arctica, 45 years old
https://www.instagram.com/p/Bc9oszDlNEU
https://www.instagram.com/p/BYWr2j4DOiN
(via Bored Panda)