Business is booming for older models as the industry celebrates the changing face of ageing
SHE’S a knockout as she strikes a pose, her hair thick and long, her features striking and her figure slender. But Valentina Yassen’s locks are grey and there are undeniably some lines on her beautiful face – and it’s exactly these “imperfections” that are making her something of a sensation in her homeland.
A Russian modelling agency is breaking new ground by becoming the first agency in the vast country to focus exclusively on older models, specifically men and women over 45.
Igor Gavar, the founder of Moscow based Oldushka Models, says most of the silver-haired beauties on his books are over 60 (the eldest being 85) and come from all over Russia.
They’re in high demand, getting booked for regular work in glossy fashion magazines, advertising catalogues and more.
He says the idea came about as an extension of a photography project he started, capturing the images of retirees’ street style and featuring them on his blog.
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