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In our young-and-sexy obsessed society, it has become all too easy to overlook the beauty and glamour of those who are aging gracefully.

So while Hollywood is busy air-brushing, botoxing and face-lifting in a vain attempt to hold back the inevitable march of time, this Russian modeling agency has decided instead to embrace the beauty of aging in a series of beautiful images.

Appropriately named Oldushka, the agency represents photo models from the age of 45 and above, going up to 85 in some cases. While the fashion industry finally seems to be getting to grips with diversity in model sizes and ethnicity, age is the next barrier to be broken down.

The agency was born from photographer Igor Gavar’s cool photo project, which captured the style of retirees for his blog, also called Oldushka. The vast majority of the beautiful models on their books are over 60, with only the male model, Sergey, coming in at a youthful 45. “I signed him because he is older than he looks,” Gavar told Vogue in an interview.

Oldushka’s older models are getting plenty of work in Russia, appearing in more mainstream catalogues and advertising campaigns, and bringing a whole new generation into the fashion industry. Will it inspire other countries to do likewise and embrace the glamorous side of aging? Let’s see, shall we.

Scroll down below to see the beautiful photos for yourself, and let us know what you think in the comments!

More info: Website | Instagram

(h/t: Bright Side)

#1

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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#2

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Tamara Laney
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Natural radiance! (looks like she's be fun to hang out with too)

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#5

Sergey Arctica (45 Years Old) And Valentina Yasen (62 Years Old)

Sergey Arctica (45 Years Old) And Valentina Yasen (62 Years Old)

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#6

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Samantha Robinson
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

She looks like a sexy older version of Gwen Stefani. Goals here people.

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#7

Victor Sosnovtsev, 73 Years Old

Victor Sosnovtsev, 73 Years Old

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#8

Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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#9

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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#10

Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Ehren Thomsen
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Crazy STYLISH AND AWESOME Cat Lady. Even the cats are chic! (How many cats do you see here, folks? I see 3).

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#12

Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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#14

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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#16

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Megan
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Like an old Lana Del Rey! (In a good way, they're both beautiful)

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#20

Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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#21

Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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FreckledFox
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

OK... He doesn't look quite 45 here but definitely younger than in the other photos.

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#22

Victor Sosnovtsev, 73 Years Old

Victor Sosnovtsev, 73 Years Old

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#23

Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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#24

Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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#25

Olga Kondrasheva, 71 Years Old

Olga Kondrasheva, 71 Years Old

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Ehren Thomsen
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I have curtains with this exact pattern. Who wears them better, my living room or Olga? Definitely Olga.

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#29

Irina Denisova, 80 Years Old

Irina Denisova, 80 Years Old

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#32

Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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#33

Olga Kondrasheva, 71 Years Old

Olga Kondrasheva, 71 Years Old

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#37

Valeriya, 79 Years Old

Valeriya, 79 Years Old

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DancingToMyself
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Missing her black cat, pointy hat, some specific jewelry, cigarette and crystal ball. (*nothing in a bad way*) :D

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#41

Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Maike
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6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

she totally reminds me of agnes moorehead in bewitched here!

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#43

Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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#46

Viktor, 73 Years Old

Viktor, 73 Years Old

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#48

Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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#49

Sergey Arctica And Valentina Yasen

Sergey Arctica And Valentina Yasen

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#50

Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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#51

Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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#52

Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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#56

Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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#58

Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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#59

Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Annie Horton
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

It's interesting. Look how the contrast and placement of the real softens and compliments the hazel of her eyes and jacket. It's not make up. It's art.

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#60

Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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#61

Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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Jennie Hiatt
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

bad eye makeup - black lines not necessary,they hide her real beauty

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#62

Lubmila, 62 Years Old

Lubmila, 62 Years Old

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