A model’s job is the same as a salesperson’s. Marketing teams hire models to represent their brands, attract a target customer base, and use their appearance to showcase their company in the best light possible.
In the last few years, there’s been a surge in inclusive and diverse model agencies, who hope to help the average person feel better understood and better represented in the messages they see in advertising. Body-positive campaigns with plus-sized, differently abled, and ethnically diverse models are a refreshing addition to an industry that has been filled to the brim with thin, young (and photoshopped) people for far too long.
A new modeling agency is on the scene, and it’s hoping to add more diversity in age for big brands like Balenciaga and more!
Oldushka- the Russian Agency for Mature Models
Oldushka is the first Russian model agency that exclusively represents mature professional models. With offices in Moscow, St. Petersburg, Chelyabinsk, and Omsk, The agency was founded in March of 2016, and has been turning heads in Eastern Europe since, with viral exposure starting to spread internationally today.
Oldushka was created by photographer, Igor Gavar, who ran a personal blog photographing fashion among retirees he encountered in his hometown of Omsk, Siberia. “Beauty—it’s a quality that becomes more valued with years. I met some very interesting faces, and I wanted to do a separate project with them. A modeling agency became that sort of project,” Gavar told Vogue magazine. (1)
But Oldushka isn’t just about rocking a silver-haired style. Gavar hopes the agency’s work will have the effect of improving the lives of older adults everywhere. “Appearing as themselves is an instrument to fight stereotypes. They are an inspiring example to show that it is possible to look beautiful and be your age,” he says. (1)
Meet Oldushka’s Awesome Mature Models
Tatyana Lukjanova
Lyudmila Masaleva
Sergey Arctic
Marta Jersey
Sofia Alexandrova
Julia Boyarina
Viktor Afanasyevich
Larisa Mikhaltsova
Yuriy
Valentina Yasen
Lyudmila Marmur
Valentina Yasen
Olga Kondrasheva
Lyudmila
Victor Stolyarenko
Encouraging diversity in modeling isn’t just about appealing to a larger audience. It helps to shift the way society thinks about humanity. It reminds us to see the value and the beauty in everyone, no matter their age, ability, ethnicity, gender, or anything else. We can’t wait to see more!
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The post Modelling Agency, Oldushka, Only Hires Mature Models appeared first on The Hearty Soul.