Meet Your New Style Icons, Russian Seniors

What started out as a passion project for streetstyle photographer Igor Gavar has turned into Russia’s premier senior modeling agency. Based in Moscow and St.Petersburg, Oldushka’s models are all over 50 and can serve some serious style.

Kirill Kolchanov / Via oldushka.tilda.ws

Igor Gavar and his Oldushka models

Oldushka, the name for the agency and Gavar’s blog translates to “oldie”, a playful spin on the topic of age.

Irina, 69, Moscow

Igor Gavar / Via oldushka.tilda.ws

Oldushka began in 2011 as a streetstyle blog documenting the fashion of Russia’s elderly. In an interview with Russian website Psychologies, Gavar says it happened randomly several years ago “I met three fascinating old ladies. They were bright, well dressed, positive. From these photographs began the history of my project.” Now he is running his own agency, the first of it’s kind in Russia.

Valeriya, 78, Moscow

Kirill Kolchanov / Via oldushka.tilda.ws

Goth never goes out of style

In March, 2016 Gavar started the agency that is now creating models out of retirees despite the fact that none of them have modeled before. When speaking to Russia Beyond the Headlines Gavar was asked about aging to which he gave a poignant response: “Getting old affects all human beings.” A truth that seems to be forgotten by the fashion industry at times.

Ludmila, 64, Moscow

Afisha-Gorod / Via oldushka.tilda.ws

Ludmila for Afisha-Gorod, 2015

Through his agency and blog, Gavar wants to challenge the common perception of age and demonstrate the allure of being true to yourself. In an interview with Yahoo News, Gavar expressed his motivation behind the project, “I wanted to show that older people can work in the fashion industry and they can be beautiful — even with wrinkles and white hair.”

Valentina, 62, St.Petersburg

Mooncake Media / Via oldushka.tilda.ws

Valentina bringing back the hair buns.

In recent years there has been a movement towards more age diversity in fashion. Now people look up to the likes of Iris Apfel, Baddie Winkle, Joan Didion and Jessica Lange as fashion icons to name a few. Representation and celebration of aging has brought attention to the beauty of women in the later stages of life.

Ludmila, 64, Moscow

Afisha-Gorod / Via oldushka.tilda.ws

Ludmila for Afisha-Gorod, 2015

According to Oldushka’s Facebook page, they are “devoted to the study of the relationship between man and ages in modern culture. We publish the events and developments related to the issues of aging, as well as examples from the field of fashion, art and photography, talking about age in the context of the beauty.”

3 Oldushka models for Afisha Magazine, 2015

Afisha Magazine / Via oldushka.tilda.ws

Ludmila, 64, (left) Nina, 71 (center), and Olga, 71 (right), giving attitude for days in a spread for Afisha Magazine, 2015

Not to leave out the men, the agency also has strong representation from the male side with a few grey-haired gents.

Victor, 74, Moscow

Oldushka / Via oldushka.tilda.ws

Victor for Raiffeisen Bank, 2016

Ivan, 53, St.Petersburg

Oldushka / Via oldushka.tilda.ws

Ivan for Invoise magazine. Not your average dedushka!

Boris, 77, Moscow

Kirill Kolchanov / Via oldushka.tilda.ws

Along with the blog, Gavar is active with Oldushka’s Instagram account as well as one for the modeling agency, OldushkaModels.

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Instagram: @oldushka

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Instagram: @oldushkamodels

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Instagram: @oldushkamodels

When it comes down to the future Gavar has a specific outlook, “they say that children are our future. But it’s not really true: children are born and parents are getting old. Therefore, the future is not about children, it’s about seniors.”

Ladies captured by Gavar for his blog

Igor Gavar / Via oldushka.com

Slay all day ladies!


Originally published at www.buzzfeed.com.

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