Russian Modelling Agency ‘Oldushka’ Tells Us That Ageing Is Beautiful
Russian modelling agency appropriately called ‘Oldushka’ that is setting new beauty standards by representing models from the age of 45 and way up to 85.
When we think of beauty, the image that often strikes our minds are that of youthful faces, well-toned bodies and smooth chiseled features with no flaws. We are habituated to seeing perfect models on the cover of magazines and catalogues; therefore we’ve come to define beauty on these lines. However, in the past few years, there has been a gradual shift in the way the glamor industry perceives beauty. Stereotypes have been broken when it comes to model size, colour and ethnicity.
Plus size models, models with varied ethnic backgrounds and race are creating a comfortable identity for themselves in the industry. However, one specific area that still needs to be worked upon is to embrace the beauty in ageing. How often we’ve seen senior models representing beauty, fashion and brands? Not often. There is a Russian modelling agency appropriately called ‘Oldushka’ that is setting new beauty standards by representing models from the age of 45 and way up to 85.
The agency was born when photographer Igor Gavar captured the beauty of ageing and the personal styles of the aged in his blog that also goes by the same name- Oldushka. He came across some very interesting faces and decided to continue working with them.
The majority of models on their books are over 60 except for one male model Sergey who is just 45. The good news is that these senior models are acquiring plenty of work by appearing in mainstream catalogues and advertising campaigns.
Igor Gavar’s bold initiative tells us that we can look beautiful at any age. Even, if we are old. It’s how you accept and embrace the beautiful journey of ageing and use it as your asset.
Have a quick look at these unique and offbeat photographs from ‘Oldushka.’