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Agency shows that beauty is timeless by only hiring models 45 years or older

For many agencies, a model aged 30 is already considered old. But not in Moscow, where one company sees a model aged 45 as too young.

Russian agency Oldushka is breaking beauty stereotypes by representing only senior models. Aside from one male model, 45-year-old Sergey who looks much older than he looks, all the other talents are well above the age of 60.

With their stunning gray hair, these seniors are proving that beauty is timeless by gracing fashion magazines and strutting their stuff on the catwalk. Some of them have even been featured in big campaigns, such as a recent one for Saint Laurent Russia.

Ольга Кондрашева, 71 год / модельное агентство OLDUSHKA Для @birdiemoscow Фотограф @withdari #oldushkamodels #oldushka #олдушка #возрастнаямодель #agedmodel #greyhairmodel #grannyhair #birdiemoscow #ptichka

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The agency is the brainchild of photographer Igor Gavar. He’d been taking street photos of seniors for his blog for quite some time before deciding to turn his passion project into a business.

“Beauty—it’s a quality that becomes more valued with years,” he told Vogue. “I met some very interesting faces, and I wanted to do a separate project with them. A modeling agency became that sort of project.”

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

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Now with 18 models across different Russian cities – including Moscow, St. Petersburg, and even Gavar’s remote hometown of Omsk – agency Oldushka is set to retire our old notions of age and beauty.

“Appearing as themselves is an instrument to fight stereotypes,” Gavar said of his models. “They are an inspiring example to show that it is possible to look beautiful and be your age.”

Валентина Ясень, 62 года / 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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You can see more from Oldushka by checking out their official IG page.

Татьяна Неклюдова, 60 лет / модельное агентство OLDUSHKA Фотограф @olga_nia Стилист @moreletters Макияж и волосы @lex.xsenia #oldushkamodels #oldushka #олдушка #возрастнаямодель #agedmodel #greyhairmodel #grannyhair

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

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Нина Ивановна, 75 лет / модельное агентство OLDUSHKA / Челябинск Для марки @uno_fashion_brand Фотограф @otroschenko MUAH @temnikovaolga Продюсер @yuna_uno_fashion Студия @3blok #oldushkamodels #oldushka #олдушка #возрастнаямодель #greyhairmodel

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Иван Петков, 53 года / модельное агентство OLDUSHKA Для @americancrew Волосы @pollyester_st Фотограф @uar Одежда @off_vintage #oldushkamodels #oldushka #олдушка #возрастнаямодель #agedmodels #russianmodels

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"В нашей культуре огромную силу имеет стереотип, что женщина выглядит хорошо, если выглядит моложе своих лет. Своей деятельностью мы пытаемся изменить эту установку, показываем, что красота лежит за пределами измерений «моложе-старше»". Из интервью Игоря Гавара @gavarigor, основателя модельного агентства Oldushka, проекту @makersofsiberia http://makersofsiberia.com/lyudi/oldushka.html Фотограф: @ksenia404 Макияж: @dashadragge Причёски: Елена Минаева Съёмочная площадка – наши любимые @qweex.campus Поддержка всегда и во всём @volodiashadrin Ребята, спасибо вам огромное!??

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Via Metro

About the author

Inigo is a writer and graphic designer from Manila, Philippines. He is a soldier of love who will carry you on his strong back of awesomeness when the zombie apocalypse arrives.

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