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anekdot.ru

Accent on age: fashion blogger sets up Russia's first oldie modelling agency

By The Siberian Times reporter
09 March 2016

'Oldushka' was born out of Siberian creator Igor Gavar striking pictures of 'babushkas' in home city of Omsk.

I believe that elderly people in Russia are so discriminated that we've got to bring more attention to them, and  this is what my blog and my agency do. Picture: Igor Gavar

His new agency has models aged 55+, and none have previous catwalk experience. The start-up came after his blog - previously highlighted by The Siberian Times - caught the attention of the likes of Sony, style and fashion publication like Bosco Magazine, Buro 24/7, Aisha, and others. 

Igor - who is both a photographer and popular blogger - realised there was a demand for models who are senior in age. He currently has seven - two male, and five female - on his books. 

Oldushka model agency


Oldushka model agency


Oldushka model agency


Oldushka model agency

Igor Gavar currently has seven - two male, and five female - on his books.  Pictures: Igor Gavar

'Our models are aged 55+, and none of them had previous modelling experience,' he said. 'We are quite busy here with demands keep coming. I believe that elderly people in Russia are so discriminated that we've got to bring more attention to them, and  this is what my blog and my agency do. 

'It is very new for Russia to speak about elderly people in a fashion context.'

Oldushka model agency


Oldushka model agency


Oldushka model agency

'It is very new for Russia to speak about elderly people in a fashion context.' Pictures: Igor Gavar, Lyudmila Sinitsina

Which in a way is surprising since Russian culture in many ways respects its veterans and seniors more than in many cultures. 'There were different types of shoots, our models were paid from 4,000 to 20,000 roubles ($55 to $275) depending on the client and the project.'

Of his original project, he said he wanted to show the 'strong personality and sense of style' of his subjects, to show them as inspirational, yet some saw his mission as provocative.

Albina Evtushevskaya


Irina Andreevna


Larisa Iosifovna

There is nothing bad in 'oldness', it is not to be afraid of advancing years, that women - and men too - can still look great as they age. Pictures: Igor Gavar

His blog caught the imagination and through it he raised a significant sum of money to help one of his lady models when she urgently needed to buy a new flat. See our original article on Igor here.

Comments (3)

Lovely pictures Igor... do you ever come to London? it would be great if you can expand your portfolio to other countries!
angela eisenberg, London England
10/04/2017 20:44
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add comment "Characters left" fashion
ali, Pakistan
09/06/2016 20:26
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It really gladdens my seventy-five year old heart to see these wonderful photographs of such lovely ladies and the gentleman too. When viewing the photographs, I noticed that age and beauty transcends all boundaries in every part of the world. These great pictures are the first I have ever seen of the stately senior folks from your part of the world in this age bracket....they are simply outstanding!~ Thank you for sharing...
Ozzie Finley, West Virginia, United States of America
10/03/2016 18:02
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