All ages are submissive to fashion: How Russians who are "already far beyond " became photo models

2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55

The modern modeling business is built on three pillars - youth, sexuality and glamor. but Russian agency Oldushka presented a completely different concept: the age of the models with which the designers collaborate is from 45 to 85 years old and above. Grandparents take part in photo shoots, learn to walk on the catwalk at fashion shows, and also share their life wisdom with young people.

While Hollywood is obsessed with Botox, lifting and other methods of rejuvenation, the designers of the Russian agency show how attractive elderly people can be who have never resorted to such procedures. In recent years, there have been many bold projects in the modeling business, the authors of which have drawn attention to the problems of standards. A tolerant attitude towards plus-size models is now being formed, as well as towards representatives of different nations. Oldushka designers are sure that the fashion industry must gradually overcome and ignore old age, pay attention to the elderly, and realize that people always need beautiful and stylish things.

The project was initiated by Igor Gavar, a photographer who began by taking portraits of pensioners whom he met on the street. I gave preference to those people who cared about their style, looked neat and stood out from the gray mass. Igor met many women over 60 years old, some of them willingly accepted the invitation to try themselves in the role of fashion models. At that time, there was only one man in the project - Sergey, however, he (by the standards of Oldushka), young, he is only 45 years old. In an interview with Vogue magazine Igor Gavar explained that he invited him to the project because he looks older than his years.

Today Oldushka models are in demand in Russia, many brands order advertising with their participation. The community of older models is growing and fashion designers are working with them with interest.

Photo sessions in support of the elderly take place in different countries of the world. In Romania grandmothers acted as models for a fashion magazineshowing off traditional outfits. The result turned out to be excellent, the models "over 75" did not fail!