This Russian modelling agency celebrates the beauty of the older generation

January 27th, 2018

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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Валентина Ясень, 62 года / модельное агентство OLDUSHKA Доя фотостудии @leonastage_photostudio Фотограф @elen.smirnova Стилист @image_studio_bestlook4you Волосы и макияж @yulia_kaskova Организация @leonaproduction #oldushkamodels #oldushka #олдушка

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Сергей Арктика и Валентина Ясень / модельное агентство OLDUSHKA Фотограф @nedyalkovairina Стилист @katya_fisher_ В рамках фотофестиваля @foto_festival / Санкт-Петербург #oldushkamodels #oldushka #олдушка #agedmodel #greyhairmodel #russianmodel

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Наша питерская красавица, Татьяна Неклюдова, 60 лет / модельное агентство OLDUSHKA Фотограф @an_lyskowets_ Стиль @moreletters MUAH @lex.xsenia #oldushkamodels #oldushkaspb #oldushka #greyhairmodel #возрастнаямодель #russianmodels #agedmodels

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Татьяна Неклюдова / модельное агентство OLDUSHKA Для @promakeuplab Фотограф: @viktorkislyy Макияж: @grebenkova Волосы: @alinayartseva Стилист: @mari_image_profi #oldushkamodels #oldushka #олдушка

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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

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Сергей Арктика / модельное агентство OLDUSHKA Для «Пышечки» @ginzapyshechka Фотограф @baevmaxim Стилист @salavat_kypere Одежда @dlt_spb от @gucci #oldushkamodels #oldushka #олдушка #ginzapyshechka #гинзапышечка#ginzaprojectspb #ginzaproject

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Валентина Ясень / модельное агентство OLDUSHKA Для бренда @12storeez Фотограф @bitkovfedor Стилист @mgolomazdina Макияж @olgapetrova Волосы @yana_evdkmv Ассистент стилиста @pollyhey Продюсер @evevushka #oldushkamodels #oldushka #олдушка #12storeez

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Валентина Ясень / модельное агентство OLDUSHKA Для бренда @12storeez Фотограф @bitkovfedor Стилист @mgolomazdina Макияж @olgapetrova Волосы @yana_evdkmv Ассистент стилиста @pollyhey Продюсер @evevushka #oldushkamodels #oldushka #олдушка #12storeez

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Виктор Сосновцев, 73 года / модельное агентство OLDUSHKA Для бренда головных уборов @mdws_hats Фотограф @igormindgarden #oldushkamodels #oldushka #олдушка #agedmodels #возрастнаямодель

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Галина, 70 лет. Москва Берём в модели? #oldushkascout #oldushkamodels #oldushka #олдушка #modelscout

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For his other works, you can check out his website and Instagram.

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