What if you spent every day looking for One Beautiful Thing?

No Expiration Date


Photo: @leonastage_photostudio 

In the last few years, I have written a number of posts about the increased atmosphere of inclusion in the fashion business. Companies are hiring a more diverse range of models. Seeing body-positive campaigns that include plus-sized, differently-abled, and ethnically-diverse models has given me great joy, and it has opened wide our culture’s definition of beauty. Now, a modeling agency called (unfortunately) Oldushka is reminding us that beauty isn’t the sole property of the young. The Moscow-based agency only hires models aged 45 and older (most are over 60), and it’s been wildly successful (in spite of the terrible name).

Created by photographer Igor Gavar, Oldushka is making great strides in breaking the ageist nature of fashion, hiring out models for fashion giants like Vogue, Gucci, and Balenciaga. And it looks like their models are having a blast, too. Take that, retirement!

“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. 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.”

-Igor Gavar to Vogue Magazine

Diversity and inclusion in the fashion world isn’t just about appealing to a larger audience. I believe that every time a stereotype is smashed, every time we broaden our definition of value and beauty, we improve as a species. And Oldushka’s work just might help us be a little kinder to ourselves, as well!

You can follow Oldushka on Instagram.

View this post on Instagram

Компания Aizel @aizel запускает социальную инициативу "Я женщина. Я могу". Цель проекта – рассказать истории совершенно разных женщин, их взлетов и падений, о женской силе, целях и их достижениях, и поддержать тех девушек и женщин, кто по каким-либо причинам боится сделать свой первый шаг к успеху или попал в сложную жизненную ситуацию. Приглашаем вас принять участие во флэш-мобе с тегом #яженщинаямогу, с его помощью каждая женщина сможет рассказать свою историю успеха, своей победы и поддержать женское сообщество в России. Участницы первой части проекта: Модель агентства OLDUSHKA Татьяна Лукьянова, @xenia_sobchak, @minogarova, @katerin_the_dukhina, @tausmakhacheva, @sasha_zharkovaa, @yangge_, @sashabo, @siuzannavarnina, @_marinaross, @ah_astakhova Режиссер-оператор проекта Никита Черников @kitachernikov #яженщинаямогу #oldushkamodels #oldushka #aizel

A post shared by O L D U S H K A (@oldushkamodels) on

Author: Donna from MyOBT

I have committed to spending part of every day looking for at least one beautiful thing, and sharing what I find with you lovelies!

7 thoughts on “No Expiration Date

  1. I’m not sure why models don’t ever smile but it always helps to look pretty. I’m all for rhe jeans and white dress shirt.

    Liked by 1 person

  2. How wonderful is this?! Reminds of the Russian version of Ari Seth Cohen’s books!

    Liked by 1 person

  3. Thus is fabulous. (Except the ghastly name!)

    Liked by 1 person

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