This Modeling Agency Is Challenging Fashion Industry By Only Hiring Models Over 45, And They Look Incredible

Feb 02, 2018 by apost team

When was the last time you saw an older model in a fashion advertisement? In a society obsessed with staying young and sexy, it's easy to overlook just how beautiful aging can be. So while fashion magazines and Hollywood are photoshopping and airbrushing countless young models and celebs, this Russian modeling agency is embracing the beauty of aging with an absolutely captivating photo series. 
 

Embrace the glamour of aging.
 

Oldushka is the first Russian agency to represent models aged 45 and up, and has models as old as 80. The project was created by photographer Igor Gavar, who wanted to capture the style of retirees for his blog, but has since grown an inspiring revolutionary business. 

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Oldushka's models are getting plenty of work in Russia and appearing in more and more mainstream campaigns and catalogs. Using aged models was the next logical step in the fashion industry since clothing brands have softened to having more body diversity in their photos and on their runways. 

"Beauty—it’s a quality that becomes more valued with years," says Gavar.
 

In an interview with Vogue, Gavar explained that his older models are an example that it is possible to look beautiful at any age. Though his line of models have a significant "look" to their image (striking facial structure and a copious amount of brilliant silver or white hair), his aesthetic is changing the field of fashion in Russia and representing a demographic too often forgotten. 

Keep scrolling for more photos of these beautiful models! 

What are your thoughts about using more older models in fashion campaigns? Do you think it will have an effect on how society views aging? 

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