In 2014 Russian photographer Igor Gavar started a blog, Oldushka, dedicated to the street style of women of over 55 from all over Russia. Two years later, he developed the blog into a mature model agency with the idea to improve the image of senior citizens — the first of its kind in Russia.
Now, Oldushka’s models, whose's average age totals 70, are working with reputable magazines including Design Scene, Bosco, Afisha, Interview Russia, Buro 24/7 and artists such as AES+F. They've also appeared in recent advertising campaigns for Sony, 2x2 TV channel, Cyrille Gassiline and other fashion designers.
Oldushka operates with ten models, based mostly in Moscow. Gavar, however, has not stopped his own art project and continues to shoot stylish seniors for his blog.
Gavar's photos can be seen in Moscow's Gorky Park until Sunday 16 October. See here for more information (in Russian).