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 modelling agency has decided instead to embrace the beauty of ageing in a series of gorgeous photos.

Appropriately named Oldushka, the agency represents 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 project, which captured the style of retirees for his blog, also called Oldushka. The vast majority of the 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 ageing? Let’s see shall we.

Scroll down below to see the gorgeous 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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Enomfon Asuquo 12 months ago

She is NOT 61 years old. DAMN give me your genes

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#2 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Tamara Laney 12 months ago

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

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#3 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Tamara Laney 12 months ago

Rockin' the blue hair!

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#4 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Tamara Laney 12 months ago

A stunning & elegant woman!

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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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Vlad Horobet 12 months ago

Are you sure about The age of Sergey though?

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#6 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Caitlyn McCracken 12 months ago

Her skin has aged really nicely

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#7 Victor Sosnovtsev, 73 Years Old

Victor Sosnovtsev, 73 Years Old

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Tamara Laney 12 months ago

Love the sparkle in his eyes!

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#8 Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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TheKnightOwl 12 months ago

Since when is 45 "older"? He looks great, but not 45.

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#9 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Daria Zotova 12 months ago

I cannot believe she's 60+, she looks stunning!

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#10 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Ehren Thomsen 12 months ago

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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#11 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Valerie Davis 11 months ago

Very pretty !

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#12 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Breezy 12 months ago

She doesn't have to smile if she doesn't want to

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#13 Nina Ivanovna, 75 Years Old

Nina Ivanovna, 75 Years Old

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Tamara Laney 12 months ago

Stunning--reminds me of my mom.

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#14 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Shanna Westhof 12 months ago

Wow! Growing old gracefully goals

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#15 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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riley.girl 12 months ago

She's beautiful!

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#16 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Megan 12 months ago

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

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#17 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Sori 12 months ago

what a great photo

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#18 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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John Stackhouse 11 months ago

Easy on the eyes, I mustnsy!

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#19 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Sori 12 months ago

Classy

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#20 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Valerie Davis 11 months ago

She's got it all !

#21 Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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Teal Cat 12 months ago

Wait a minute, is this Rhett from Rhett & Link? But older?

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#22 Victor Sosnovtsev, 73 Years Old

Victor Sosnovtsev, 73 Years Old

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Daria Zotova 12 months ago

Reminded me of my grandpa, I miss him so much...

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#23 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Диана Диана 12 months ago

most girls be faking cheek bones like hers <3

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#24 Tatjana Nekliudova, 61 Years Old

Tatjana Nekliudova, 61 Years Old

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Teal Cat 12 months ago

That is a wonderful shirt!

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#25 Olga Kondrasheva, 71 Years Old

Olga Kondrasheva, 71 Years Old

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Ehren Thomsen 12 months ago

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

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#26 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Mark Erwin 12 months ago

I am loving this!

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#27 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Tamara Laney 12 months ago

Bad-ass!

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#28 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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rai mei 12 months ago

I love her eyes~

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#29 Irina Denisova, 80 Years Old

Irina Denisova, 80 Years Old

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Kerry Pye 12 months ago

the face of a life....stunningly beautiful

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#30 Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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FreckledFox 12 months ago

Chucks!

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#31 Sergey Arctica, 45 Years Old

Sergey Arctica, 45 Years Old

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Hope Floats 12 months ago

I don't know what I like more.. His shirt, his smile or the doughnuts..

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#32 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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DancingToMyself 12 months ago

From her right foot, I'm assuming she was a dancer. <3

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#33 Olga Kondrasheva, 71 Years Old

Olga Kondrasheva, 71 Years Old

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Rachel Hall 11 months ago

Looks like Diane Von Furstenberg.

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#34 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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FreckledFox 12 months ago

Love the hat! Makes it great!

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#35 Valeriya, 79 Years Old

Valeriya, 79 Years Old

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Eva Bryson 12 months ago

Arresting....like a bird of prey!

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#36 Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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Kwaku 12 months ago

Great profile!

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#37 Valeriya, 79 Years Old

Valeriya, 79 Years Old

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DancingToMyself 12 months ago

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

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#38 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Berit-Bärbel Rebane 12 months ago

I love her shirt!

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#39 Lubmila, 62 Years Old

Lubmila, 62 Years Old

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ALIYAH ALLEN 12 months ago

she looks great

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#40 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Carina Buskas 11 months ago

So beautiful <3

#41 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Maike 11 months ago

she totally reminds me of agnes moorehead in bewitched here!

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#42 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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DancingToMyself 12 months ago

That's real fur. :(

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#43 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Linda Vick 12 months ago

Who though eye lashes put on like that was attractive?

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#44 Olga Kondrasheva, 72 Years Old

Olga Kondrasheva, 72 Years Old

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Agatha Sosa 12 months ago

She rocks

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#45 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Barbara Baxendale 11 months ago

Nah, she looks her age !!

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#46 Viktor, 73 Years Old

Viktor, 73 Years Old

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Diana Hockley 11 months ago

Naughty boy!!! Love the twinkle in his eyes LOL

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#47 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Bioluminescent Jellywoman 11 months ago

This lady rocks!

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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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Stannous Flouride 12 months ago

That T-Rex looks remarkable for a 65 million year-old.

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#50 Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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Kerry Pye 12 months ago

i love the reflection in his glasses.

#51 Valentina Yasen, 62 Years Old

Valentina Yasen, 62 Years Old

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Teal Cat 12 months ago

Beautiful eyes!

#52 Irina Belisheva, 70 Years Old

Irina Belisheva, 70 Years Old

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Gayle Bynum Cardosa 12 months ago

She reminds me of Maggie Gyllenhaal here

#53 Ivan Petkov, 53 Years Old

Ivan Petkov, 53 Years Old

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Jennie Hiatt 11 months ago

he looks older than 53!

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#54 Galina, 69 Years Old

Galina, 69 Years Old

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ALIYAH ALLEN 12 months ago

rocking the orange

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#55 Valeriya, 79 Years Old

Valeriya, 79 Years Old

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Kerry Pye 12 months ago

nice boots

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#56 Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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#57 Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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Kristin Pennington 12 months ago

She looks like Mariska Hargitay.

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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 11 months ago

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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DancingToMyself 12 months ago

Lol, nowhere without his 50 doughnuts...

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#61 Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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Jennie Hiatt 11 months ago

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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Pamula Furness 11 months ago

Erm, why spoil her looks with a clown-like gash of a mouth?

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#63 Ludmila Brazhkina, 63 Years Old

Ludmila Brazhkina, 63 Years Old

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Kerry Pye 12 months ago

punkette

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