In a world that constantly promotes youthfulness, it is easy to miss out on the beauty of old things, including the not-so-young looking people. These days, there is also that constant pursuit of what’s trending because people — young and old — don’t want to feel left out.
This is most evident in the fashion industry — an industry that is highly influential but has also become stereotypical. Although it is slowly welcoming the diversity in ethnicity and sizes, it has yet to accept the concern about age.
But this modelling agency dares to swim against the flow of what’s popular. Instead of looking out for the young, the hip, and the sexy; it opted to put the spotlight on people, 45 years old and up, who are beautiful despite their ages. It became the first modelling agency for the older generation in Russia.
Founded by photographer Igor Gavar, Oldushka, was birthed from his attempt to capture the style of retirees. He told Vogue that these models serve as an inspiration and a proof to the industry and to the world that it’s possible “to look beautiful and be your age.”
And he was right. Check out some of his photos and realize that indeed, “beauty is a quality that becomes more valued with years.”
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Ольга Кондрашева / модельное агентство OLDUSHKA Для @glamour_russia / декабрь 2017 Фотограф @tuponogovavolkova Стиль @mashildaglam Макияж @zubarevamakeup Причёскиа @marinamelentyeva Продюсер @karinchistyakova Косынка @color.temperature Платье @maxmara #oldushkamodels #oldushka #олдушка