This grey-haired modelling agency only signs those over 45

<i>Russian modelling agency Oldushka only signs those over the age of 45 [Photo: Oldushka]</i>
Russian modelling agency Oldushka only signs those over the age of 45 [Photo: Oldushka]

As releases a shocking survey detailing the mistreatment of young models, it’s refreshing to see not all agencies are focused on a teenage ideal.

Moscow-based agency Oldushka is one such company that’s gained attention for its grey-haired roster.

It only represents people over the age of 45 with the oldest model being 85 years old. Founded by Igor Gavar, the business started after he spent years photographing street style from the older generation.

“I met some very interesting faces, and I wanted to do a separate project with them,” he told Vogue. “Appearing as themselves is an instrument to fight stereotypes They are an inspiring example to show that it is possible to look beautiful and be your age.”

He started the agency a year ago and now represents 18 models from all over Russia. Igor has a strict over-45s policy but in fact only has one model of that age. The rest are over 60.

<i>62-year-old Valentina was reluctant about becoming a model at first [Photo: Oldushka]</i>
62-year-old Valentina was reluctant about becoming a model at first [Photo: Oldushka]

Oldushka’s silver-haired faces have been seen across Russia, appearing in magazines, department store lookbooks and even a Saint Laurent Russia campaign.

Many of the agency’s models are grateful to Igor for giving them the opportunity to try something new. “I was a professional actress, and for many years I worked in the theatre, but now I’m not onstage,” commented 62-year-old Valentina Yassen. “I was nervous about entering modelling. But my son convinced me, saying, ‘You’re not going to lose anything, but it is possible to open something new for yourself.’”

This follows older models walking the runways at Simone Rocha and Dries Van Noten; a trend we hope continues way way into the future.

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