There is a modeling agency that only hires models 45 years old and above which is a unique concept as most of the modeling agencies put models only at 30 or below. This new concept was made in to existence by street style photographer Igor Gavar after establishing Moscow based company “Oldushka” one year ago. This company is only to find work for ‘aged’ models. Currently, there are total 18 models in the company with ages between 45 and 85 from all across Russia.
Gavar told that beauty get more value with passing time. He has met with several unique faces and he want to do some modeling project with them.
It is the best time for Gavar to start such project because the fashion industry is now changing its definition of beauty that was previously limited to only white, young, thin, tall and a definite sex. This fashion month, women above 40 were seen more in numbers than on any previous occasion. Beauty of older women was accepted by fashion houses like Dolce & Gabbana, Dries Van Noten, Guo Pei, Simone Rocha, Tom, Gareth Pugh and several others during the Fall 2017 runways. Recently, 56 year old Mercy Brewer was casted by ‘Lonely Clothing’ for its lingerie presentation during Spring 2017. Veteran model Christie Brinkley was showcased in the latest Swimsuit Issue by ‘Sports Illustrated’.
Like Gavar, Russian brands are also interested in aged models. Models of ‘Oldushka’ have appeared in Fall 2017 lookbook of Russian departmental store TSUM along with Saint Laurent Russia campaign and in local magazines like “Afisha”. This concept is somewhat adopted by several labels in the whole world.
Just like ‘Trans Models, Slay Model management and JAG Models, Oldushka is also like a bordering agency to diversify fashion. These agencies are trying to change the common idea that beauty is limited to a particular skin tone, size, age and gender by putting such models for others to see.