While it’s not uncommon for modeling agencies to discover prospective clients before they hit 16, one Moscow-based company is breaking the only-young-need-apply convention in a major way—by exclusively representing models over the age of 45. True to its name, Oldushka prides itself on a roster whose age range goes all the way up to 85—and boasts plenty of gray hair. The year-old agency grew out of founder Igor Gavar’s passion project, photographing retiree street style on his blog (also called Oldushka). “Beauty—it’s a quality that becomes more valued with years,” he writes in an email. “I met some very interesting faces, and I wanted to do a separate project with them. A modeling agency became that sort of project.” As of now, Oldushka represents 18 models in cities across Russia, including Moscow, St. Petersburg, and even Gavar’s far-flung Siberian hometown of Omsk. And aside from one male model, Sergey, who is 45 (“I signed him because he is older than he looks,” says Gavar), the agency’s youngest face is 60.
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