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This Russian Agency Only Signs Old Models and Here's Why

Age is but a number.
This Russian Agency Only Signs Old Models and Here's Why
IMAGE Oldushka
Age is but a number.

Most modeling agencies scout and hire teenagers to help start their career, but this Russian company called Oldushka has decided to steer away from the industry tradition. As a matter of fact, they don't sign teens or millennials at all. Oldushka is an agency who specifically signs models with gray hair.

IMAGE Oldushka

IMAGE Oldushka

Founder Igor Gavar, started this company out of his passion project of photographing retirees who are slaying their street style game.

IMAGE Oldushka

IMAGE Oldushka

He now represents 18 models across Russia with his youngest model aged 45 whom he signed only because he looked older for his age.

IMAGE Oldushka

Remember when Guo Pei casted catwalk veteran Carmen Dell'Orefice to close his show for Paris Haute Couture Week? How about Vetements' casting of real people, including the silver-haired? It seems that the elderly are slowly breaking into mainstream modeling. And with Igor's company gaining popularity, it is quite in tune for the clamor on diversity in the runways.

IMAGE Oldushka

Additionally, it's a way to not just generate work, but to give new opportunities to the older models to try out new things they probably hadn't had the chance to do in their younger years. This also debunks the belief of age as a limiting factor to what we consider as beautiful. Now, more important than ever, we're being led to believe that we are beautiful as we are, wrinkles and gray hair included.

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