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While all the hype in the fashion industry may be surrounding this new, young generation of models, many of whom are barely of legal drinking age, it seems the unsettled tides on the runway are beginning to turn. . Of course, fashion will always be obsessed with youth, but more and more it seems that it is also turning to an older generation, finding new ways to integrate a very different age group of women into this once hyper-exclusive market. And now, thanks to Russian modeling agency Oldushka, we could see even more baby boomers storming the catwalks next season.

True to its name, this new agency is aimed at the entire perimenopause and exclusively represents models aged over 45, their oldest client having celebrated his 85th birthday. For founder Igor Gavar, this venture was a logical extension of a photography project he started, capturing images of a retiree’s street style and featuring it on his blog of the same name.

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As Gavar said vogue, “Beauty is a quality that increases in value over the years”, adding: “Appearing as oneself is an instrument to combat stereotypes. They are an inspiring example to show that it is possible to be beautiful and to be your age.

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Of course, Oldushka is not the first to take advantage of this 45+ trend in the fashion industry.

In recent months, Lauren Hutton has made her return to the catwalks, modeling for Bottega Veneta alongside new face Gigi Hadid. Mercy Brewer, 56, broke new ground by landing a posing role in her bra and underwear for Lonely Lingerie.

Matteo Prandoni/BFA/REX/Shutterstock

Even Elon Musk’s mother, Maye Musk, now nearly 69, has always worked as a signed model at IMG Models for the past five decades, not to mention everyone’s favorite fashion grandfather, Wang Deshun. , 80, who recently signed on as Reebok’s latest brand ambassador. As Jay Z might say in about thirty years, “80’s the new 20, baby, I’m so hot still.”

What do you think of the model movement of Oldushka? What brand would you like to see them pose for?