Youth is highly valued in the modeling industry. But as we’ve seen in the past, just because you have hair or frizz doesn’t mean you can’t navigate the world of beauty and fashion. Senior models are giving those in their 20s a run for their money, proving they can look stylish at any age. In more traditional modeling agencies, you’ll find genderqueers and septuagenarians among the youngsters there. One company, however, chooses to specialize in booking the older generation; Called OLDUSKA, it’s a seniors-only modeling agency based in Russia
Photographer Igor Gavar is the founder of OLDUSKA. Over the past year and a half, he has singled out a small but good-looking group of men and women ranging in age from 45 to early eighties. Each has its own distinct look and models for a range of campaigns from avant-garde fashion to lifestyle photography.
OLDUSKA started organically. Gowar never intended to start his own agency, but it sprouted from a passion project — photographing the street style of retirees. “I met some very interesting faces and wanted to do a separate project with them. A modeling agency became one such project.
Now, Gavar is helping to expand our long-held notions of who and what constitutes good looks. “[Models] being themselves is a tool to combat stereotypes,” he explained. “They are an inspiring example of being beautiful and showing that you can be your age.”