Fashion

Oldushka: The First Russian Model Agency Representing Only Aged Models

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| January 30 , 2018 , 13:32 IST

One Moscow-based company has been breaking stereotypes by exclusively representing models over the age of 45. Oldushka, a Russian modelling agency challenges the fashion industry by only hiring older models, showing that life really does begin at 40.

Although we are used to seeing young models, incredibly wrinkle-free, this agency is redefining beauty standards by representing only more mature men and women; the youngest is 45 years old and the oldest is 85 years old.

 

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The photographer Igor Gavar was inspired to create the agency after working on a project capturing the style of retirees for his blog, which was also called Oldushka.

 

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Before the Moscow agency, 70-year-old Canadian model Maye Musk, broke stereotypes surrounding age limits for modelling.