As Models.com releases a shocking survey detailing the mistreatment of young models, it’s refreshing to see not all agencies are focused on teenage looks as the ideal.
Moscow-based agency Oldushka is one such company that’s gaining attention for its grey-haired roster.
The agency only represents people over the age of 45 with the oldest model being 85 years old. Founded by Igor Gavar, the business started after he spent years photographing street style from the older generation.
“I met some very interesting faces, and I wanted to do a separate project with them,” he told Vogue. “Appearing as themselves is an instrument to fight stereotypes They are an inspiring example to show that it is possible to look beautiful and be your age.”
He started the agency a year ago and now represents 18 models from all over Russia. Igor has a strict over-45 policy but in fact only has one model of that age. The rest are over 60.
Oldushka’s silver-haired beauties have been seen across Russia, appearing in magazines, department store lookbooks and even a Saint Laurent Russia campaign.
Many of the agency’s models are grateful to Igor for giving them the opportunity to start a new life chapter.
“I was a professional actress, and for many years I worked in the theater, but now I’m not onstage,” said 62-year-old Valentina Yassen. “I was nervous about entering modeling. But my son convinced me, saying, ‘You’re not going to lose anything, but it is possible to open something new for yourself.’”
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