Models are hired around the world to represent various brands and to grow a customer base. It is their job to make the company that is hiring them look good in the eyes of others.
Recently, there have been a number of inclusive modeling agencies and they have the job of representing a variety of diverse groups. These include plus size and body positive campaigns, ethnically diverse and disabled models to bring something different and refreshing to the industry.
There is also another modeling agency that is making waves for big brands, such as Balenciaga.
The Russian modeling agency for mature models – Oldushka
Oldushka is the first modeling agency in Russia that represents mature professionals exclusively. They have offices in Moscow, St. Petersburg, Chelyabinsk, and Omsk. They got their start in March 2016 and ever since then, they have been making waves in Eastern Europe and internationally.
Igor Gavar is the photographer who founded Oldushka. He already had a personal blog that showcased pictures of local retirees from his hometown, Omsk, Siberia.
“Beauty—it’s a quality that becomes more valued with years. I met some very interesting faces, and I wanted to do a separate project with them. A modeling agency became that sort of project,” Gavar told Vogue magazine.
It turns out that the modeling agency is more than just a group of older individuals. They are also looking for ways to improve the lives of senior citizens around the world.
“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 says.
Introducing the Mature Models of Oldushka
Tatyana Lukjanova
Lyudmila Masaleva
Sergey Arctic
Marta Jersey
Sofia Alexandrova
Julia Boyarina
Viktor Afanasyevich
Larisa Mikhaltsova
Yuriy
Valentina Yasen
Olga Kondrasheva
Lyudmila
Victor Stolyarenko
h/t: The Hearty Soul | Vogue
