Oldushka is a fascinating name for a modeling agency for older adults. It’s a funny blend of English and Russian that you would really only “get” if you had lived in both Russia and the West for some of your life.
The word “old” is obvious and, by itself, a little too direct. But, when combined with the diminutive “ushka,” it gives the name a softer effect. It’s almost like saying “cute little oldie,” at least to my ear. It’s actually a fairly appropriate way of describing their work.
They want to show the world that getting older doesn’t mean that you can’t be fashionable or desirable. You can be “old,” “cute” and “desirable” at the same time!
As Oldushka founder, Igor Gavar, said to Vogue, “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.”
Oldushka, a Russia-based modeling agency, is cashing in on the growing demand for mature models around the world – they won’t even talk to you if you are younger than 45!
In fact, if you really want to sign with Oldushka, you probably need to be considerably older than 45. The agency claims that their average “look” is 60 and that they have several models in their 70s.
So, just for fun, we thought we would share a few of their models with you today. More examples are on their website.
While we would love to see some more diversity in the body shapes that they selected, we still think that it is wonderful that they are helping to fight back against aging stereotypes.
In their own way, Oldushka is showing that beauty doesn’t have an expiration date. I hope that they inspire other agencies to expand their portfolios to include more men and women over 60!
Valentina, Saint Petersburg
Tatiana, Saint Petersburg
Sergey, Saint Petersburg
I genuinely hope that Oldushka is successful and that the company inspires other agencies to get in on the game. There are so many beautiful people in their 60s – and I don’t just mean in a physical sense.
Our faces show our decades of experience. Our eyes show our hard-earned wisdom. Our skin shows the power and beauty of 20,000 sunrises. Our bodies have a message to send to the world.
Let’s stand up together and tell society that we are still visible and desirable women!
Would you be more likely to buy an item of clothing that was modelled by a woman your age? What do you think of the fact that more 60 and 70-year-old women are getting involved in modeling? Let’s have a chat!
Photos: Oldushka Models