On how pensioners are dressed, it is usually not customary to pay attention. And certainly few people consider old men by the legislators of the mod. But five years ago, Omsk photographer Igor Gavar began to lead an unusual blog - "Oldlyushka." In it, he does not just explore the Maneru of the elderly to dress, but also seeks to rethink our attitude towards old age, show the beauty of an elderly person and form a healthy attitude of both society to the accurant age and the elderly to themselves. This year, the blog has grown into the unique agency in the country for older models. On the history of "Oldushki", their weekdays and plans for the future "Lenta.ru" tells in continuation of the project.

Become a model is not late and in 90

My girlfriends were fused with age, laid, became inexperienced. And I, on the contrary, starting working the model, lost weight, pushed, the posture appeared, the confidence of myself appeared! In 60 I feel better than in 30. My friend approve me, they say: show, on what we, old men, are capable! - tells Lyudmila, one of the models of the Agency OLDUSHKA.

Lyudmila - sixty-two. In the Soviet years, she worked in research institutes, after restructuring - traded on the market, worked as a cleaner, nounted with other people's children. And coming to a retirement, unexpectedly for himself became a model - one of the stars opened in the spring in Moscow modeling agency Oldushka.

In recent years, in the global fashion industry, models at the age of "for 60" are very in demand. British Daphne Self - 89, but it constantly poses for fashion magazines. American Carmen Del Orefays in his 85 constantly goes to the podium. A resident of Great Britain Jane Whitlock became the model only last year aged 95 years, thereby fulfilling his youth. But there are practically no agencies specializing in older models. "Oldlyushka" is the only similar project, not only in Russia, but it is possible that in the world.

In four grandmothers

"Beautiful I was in my youth, but now I look good, I feel about 60 years old. I dress not in Starikovsky, but when you ask about age, I answer: 65. Why? That's just so want. "

In addition to the parents, four older women were brought up: Polina Efimovna's great-grandmother, two grandmothers - Galina Vitalyevna and Lydia Ivanovna, and another sister Lydia Ivanovna Nina Ivanovna, "says Igor. - They always dressed well and looked very young, especially Lydia Ivanovna, who had worked on the Omsk knitted factory in the supply department. Familiar, meeting me with her, often asked: "Is this your mom?" And I answered: "No, it's a grandmother!" And very proud of it. She was an example of positive aging for me.

In 2009, Igor graduated from the Omsk State Institute of Service - Faculty of Interior Design. He worked in a ceramic workshop, was engaged in the smearing and painting of the walls. However, it was interested in the interior of him what was happening at the Costume Design Department: Tusovka, costumes, shows, participation in the Russian Silhouette Competition, on which Igor even was a model.

In the second year, I first visited Moscow, "says Igor. - and experienced cultural shock, being in a big city, among many bright people. Omsk is a conservative city, there is not taken out of the crowd. I woke up in metropolitan beauty and diversity, and in order to somehow fill this shortage, I bought a camera and began a blog about the street fashion of Omsk - Point of People.

At first, Igor took the people of all ages, the main thing is that a person stand out from the crowd with his appearance. But in 2011 she changed the blog format. In the summer of this year, Igor found himself at the Picnic Picnic Festival, where the seventy young, beautiful, creatively dressed characters in one day "tired". And I understood: successful projects about street fashion was already too much, and the new word is not to say here.

Returning to Omsk, I buried, "says Igor. - The month did not shoot anything, and then lay the portfolio and noticed - retirees look interesting in the pictures: their approach to their own style was different from my generation. It seemed to me that the topic of the appearance of the elderly is much more interesting.

Ladies agreed

Igor met his first heroines in the Omsk dance floor in the square at the former Tara gates. There was a warm September day. Orchestra played on the stage. Couples were circling. The attention of Igor attracted three stylishly dressed pensioners, especially the blonde in a hat with a veil and a red dress. Igor asked for permission to photograph them. Ladies agreed. The first selection of images Igor laid out on the fashionable portal Look AT ME.

"Already like age, you need to walk with cane and look at your feet. But I do not think so. I will fly until I like it. "

The public reaction was ambiguous, "says Igor. - Some readers accused me that I mock the pensioners, putting the beggars and grandparents in the context of street fashion. I wanted to show that, despite the negative attitude towards old age, which is in our society, the elderly does not lose interest in their appearance.

The new blog Igor called Oldushka - from the English Old and Russian "Grandma".

The name came up with my friend Demyan, "Igor continues. - Once we sat in a cafe and moved the words: "old", "elderly", "pensioner" ... almost all words describing age, there is a negative shade. I also wanted the name to be light. Demyan suggested: "Oldlyushka." Later I scored "Oldushka" on the Internet and found out what the word is in Hippovsky slang, it means the "old girlfriend".

Igor «Oldushki» Igor finds everywhere: in Omsk, St. Petersburg, Moscow, Izhevsk, Perm, Ulyanovsk, Adler, Gagrah. The best places for hunting: city parks, squares, embankments, dance flooring, flea markets, in large cities - theaters and metro.

When I started the project, it was afraid that pensioners from shooting will mostly refuse, "says Igor. "I had a stereotype that this is a closed generation, the word" Internet "does not say anything to them, and that if a young man is suitable for them and ask for a photograph, and even put it on the Internet, it will scare them. But it turned out that there is no. Older people are very sociable, they are not alien to adventurism. From one hundred people refuse only five to seven, the rest agree.

The most fashionable pensioners in Moscow

How do today's pensioners dress? It all depends on where they live. In the province, for example, older women still look like the great-grandmother of Igor Polanina looked like: long colorful skirts, knitted sweatshirts, hair covered with a handkerchief, on the legs of herding sneakers.

Some time I found myself in the center of Izhevsk in a small market in front of the cathedral, so there was so much colorful grandmothers, that I did not know who to run for! - He says. - Circle colorful skirts, Udmurt ornaments, unusually tied shawls ...

Petersburg is a kind of city, frozen and aristocratic. There are ladies who wear berets and costumes in beige colors, and men are hats, jackets, ties, and boldly mix blue, blue, red colors in clothes. The most fashionable pensioners in Moscow.

The standard of living in the capital is higher, here women aged look younger and well-keeped than their peers from the regions, "says Igor. - In addition, there are so many creatively dressed people that the pensioners are not scary to show themselves. Green Chalma or Widewide Hat with a veil on a mature lady here do not surprise anyone.

"In fact, there are no rules as a person should look like. Dress up the way you like. "

But there are old people and one common feature. Most seniors complain that the clothes today the road and pensions are not enough for new things.

Often, pensioners are hampered by the clothes of Soviet times, their things are thirty years old, "says Igor. - And these things they protect, read and wear very carefully.

Agency of older models

For five years, that Igor leads the "Oldushka" blog, he photographed and posted a thousand with an excess portraits of retirees. A person five of them became not only his constant heroes, but also friends. One of them is Nelley, 77 years old, a psychologist from Omsk. She lived a hard life, but did not lose passion to bright outfits.

Even in Moscow, I have not met so boldly dressed man. - Igor smiles. - Nelly works completely disagreeable with color, combines pink, turquoise, yellow shades. Buys hats, sews sharovar, knits cardigans and fur coats from yarn. It lives in the village of Amur, very sad District of Omsk. In this regard, it is interesting how such a bright person may arise in such a gray place? Moreover, Nellie is definitely not from those who look bright contrary to the surrounding reality, it broadcasts through his clothes their own love. Once she went to the pharmacy, but passing by the shop with jewelry, distracted and bought earrings - instead of tablets.

It's not a fact that a beautiful costume will change your life, but the chances are increasing! - Igor sure. A year ago, heroine "Oldushki" was convinced of this on his own experience.

One of the regular participants of the blog is Irina Andreevna, the very lady in Vuali and a red dress, which Igor met on the Omsk dance floor. She is 79 years old. She is the former flight attendant. When Igor met her, she lived in the same apartment with adoptive children who constantly quarreled. In an effort to get out of this hive, Irina Andreyevna copied to his own apartment, postponing from pensions on the ruble. And last year she collected 900 thousand rubles. However, it turned out that the living space has risen in price and to purchase a one-room apartment, Irina Andreevna does not reach 114 thousand.

I thought she could help her, "says Igor. "Thanks to photos in a blog, Irina Andreevna knows the entire Omsk. I told her story in social networks and announced a campaign to collect funds to the apartment. For a week, residents of the city listed 200 thousand. Enough not only for new housing, but also on household appliances. So now Irina Andreevna lives in his own house, the dog has started and seems to be happy.

"Mostly all friends will praise my new work. Everyone is interesting. They say - show, on what we, the old women are capable! "

The history of Irina Andreevna convinced Igor - the "Oldushki" blog trust. He decided to leave the network in real life. So the second direction has a second direction - a modeling agency for pensioners.

In December 2014, the Moscow magazine "Athens" suggested that I choose a few ladies aged, which could be photographed for the "Fashion" heading, "says Igor. - Two ladies I found through friends: Olga and her friend a nino, and the third, Lyudmila, accidentally met on one of the forums in Manege. We fulfilled the first order. And then during the year we had enough filming to collect a portfolio and open a modeling agency.

But I can also

Now in the directory of the agency - nine people: seven women and two men. The experience of filming is only one of them - 70-year-old Olga, who came to the agency, being an actress of the episode and even played Renata Litvinova in the film "The Last Fairy Tale Rita". The rest of the models are ordinary pensioners celebrated on the street. With Viktor Afanasyevich, the 73-year-old ceramist artist, Igor collided on the Moscow Boulevard, where the pensioner sold his work. And with Valeria Nikolaevna - on the dance floor, and it turned out that the lady was the former ballerina, and in his 78 years not only goes to dancing, but also leads dance classes for visually impaired people in one of the social service centers.

Shooting, in which older models take part, are very different. Last year, Odemushki collaborated with the AES + F art group, worked in the Sony advertising campaign, filmed in the video of the singer Christmas tree and participated in the Perfomance of the artist Vadim Zakharov. And at the beginning of this year, the well-known Russian clothing designer Kirill Gasilin made Olga face of his new Base line.

Sometimes it is necessary to spend the whole day on the legs, "model Lyudmila model shares the impressions of the new work. - You can not distract, eat, relax. I do not feel fatigue, but if you do it all the time, then you need to understand - work is heavy.

The sake of fairness must be said that the work of models is paid - on average from 2 thousand to 20 thousand rubles per shooting day, depending on the budget of the advertising campaign and the type of work. For the elderly, this is a good pension increase, but not the main stimulus for work.

But be that as it may, Igor's plans for the future. One of them is to open up the school of elderly models, where people aged could master the basics of Profession: to defile on the podium, to stay freely in front of the camera, competently demonstrate clothes. But the main thing - Igor intends to develop the social part of the project. The first step on this path has already been made. Just now he is preparing to press the photo album "Oldushka", in which the best images of modern Russian pensioners will be collected.

Not all pensioners use the Internet. The album can be sent through social services, veteran organizations, nursing homes, "says Igor. - So that older people looked at their peers and thought: perhaps, I can also be so!

In our society, a stereotype about the elderly people took stable: a grandmother, necessarily in a handkerchief, continuously binding scarves / caps / sweaters sitting on a bench and discussing the sexual liberation of the current youth and the Soviet Union with girlfriends.

We see such pensioners in the clinic, in the bank, in public transport and in the entrances. But our old people can not only discuss someone else's personal life and sit in line, but also breaking these stereotypes: to be an icon of style, swing muscles of twist young, travel around the world and walk along the podium. The image of a pensioner in society is rapidly changing.

Venus Islamova, 63 years

"Age ceases to be a reason for constraints, it is impossible to develop and care for themselves, to enjoy life," said Igor Gavar in an interview with BBC, the head of the model "Oldushka".

Tatyana Neklyudova, 61 year

The Russian modeling agency "Oldushka" is an amazing phenomenon in our society, where all attention is given to young and sexy, and the beauty and charm of the elderly people are overlooked.

Olga Kondrasheva, 72 years

"Women's beauty is always interpreted as youth. We want to change this installation, trying to show that beauty lies outside the measurements "younger / older", "says Gavar.

The youngest model in the agency. Sergey Arctic, 46 years

Initially, "Oldushka" was created as a blog about the street style of Russian pensioners, and later turned into a modeling agency, where models from 45 years and older work. Older agency models receive many proposals for work in Russia: appear in lucbuchi, catalogs, advertising campaigns and on the podiums.

Valentina ash, 62 years

"Oldlyushka" offers to rethink the theme of aging, to expand the established ideas about this period of life, show it from the aesthetic side, thereby help to form a healthy attitude of both society to the steady age and the elderly to themselves, "says Igor Gavar.

Irina Belysheva, 70 years

Fashion for the elderly is not limited to the Agency "Oldly". Every year in Moscow and St. Petersburg, "Podium of Mature Beauty" is held. Not professional models come to the scene, but the usual women are "a little over 30", or rather, 50+. This project, as well as "Oldushka, wants to change the attitude towards the people of the older generation and destroy the stereotype that the podium is a place for young with the parameters 90-60-90.

69-year-old model MEY MASK

The tendency to the appearance in advertising and on the podiums of age-related models has spread not only to Russia. According to the Fashion Spot International Forum, the Spring-2018 season has become the most "adults" in the history of the Fashion industry: 27 models at the age of 50 years and older passed through the podiums on the weeks of the mod in New York, Milan, Paris and London.

READING TIME 2 MINUTS

READING TIME 2 MINUTS

The model agency OLDUSHKA has no office in a traditional understanding - there are branches in St. Petersburg, Omsk and Chelyabinsk. We are with the founder of Odemushki, photographer Igor Gavar, we meet in a small coffee shop in Moscow, on the Yaiz Boulevard. To describe how Igor comes into the room, the wording "ran out from the frost" is suitable - he really almost runs out, although in this case it is not late for anything: didn't you wait anyone? .. The routine of the day of Havar and the list of everything, with what he It is necessary to deal with the "Wozpiroscel", of course, slightly reminds the life of the heroes of the TV series How to Make in America. But those launched a fashionable brand together in New York, and Igor leads an independent model agency alone. He admits that finding a person who could be entrusted to the commercial part would, of course, it would be not bad - but while Gavar copes himself. Freely. Or unwittingly.

Petrushka linen brand. Photographer Anastasia Lyskovets. Model Tatyana Neklyudova

"Mostly on the models they wear clothes that they do not wear in real life," says Igor. - On the shooting of the heroes live life, which never lived, trying on the image in which, perhaps, did not even imagine themselves before. It happens, comes to extreme. We have such Lyudmila Brazhina in the agency. We met at the supermarket in Mary. I approached and said that she had a very interesting appearance, asked if she wanted to work with us. Lyudmila immediately agreed. Literally a week later she had been "pounded" to shoot "poster", but the hair was needed to protonten in purple. I call, I say: "So, the story for a very good edition, but there is a nuance - they are very asked to paint the hair." Answer: "Without questions in general." You will probably be surprised, but our models are really ready for experiments. In a sense, it even breaks my own stereotype. I thought the situation would be the opposite. Many who worked with us, tell me that the advantage of age models in how calmly and balance them lead themselves on the shooting regardless of the circumstances. They work what is called, in the buzz. "

From the project Turn Your Skin on a photographer Sasha Leroy and makeup artist Niki Kislyak. Model Lyudmila Brazhina

Search for new faces Igor is somewhat more complicated than scouts of standard agencies. "To what life I reached! - Laughs Gavar. - No, well, by God! This is a very specific audience. Russian pensioners so far not everyone is sitting on the Internet. So, Instagram in search of me now is not a big assistant. Probably half of the models I found right on the street. The rest were recommended friends, familiar, photographers. And a very small part - they themselves came to me. One woman I want to stack, I filmed for a blog in the 12th year in Sokolniki. Then I didn't have any thoughts about the agency, and I did not take her contacts. Even the surname did not ask. Woman with a very beautiful face: minutes of forty I persuaded her on a snapshot for a street project. And she agreed, only when she appeared somewhere near the dance floor of her girlfriend, which I was already shooting, and said: "Larisa, do not be afraid, everything is fine, he photographed me: a good boy." And this Larisa Josephovna I began to search through the program "Wait for me." Really. I did not know how else I would get to meet her - I made ads in social networks, walked with a photo card in the park. Useless! I suspected that "wait for me" in this case can work, and quite recently called from the program, the son of Larisa Josephovna responded. "

Igor admits: the type of models, which he "Skautits," - his personal, subjective choice. "There is no calculation in it," Gavar assures. - This is primarily the people who I myself want to shoot, which I want to see on the cover of the magazine. " Would he agree to work with the so-called Plus Size? "If a large woman comes to whom I will have the eye, then, of course. That before the growth, then the most popular model of the agency, in my opinion, the meter of fifty six. I saw some photos from their youth and pre-preimb. What happens to them is some kind of space, I can not explain it. Time is an all-drying thing, can distort the features of the face beyond recognition. Disgust. And for some beauty over the years, on the contrary, it becomes more apparent. Someone, the features of the face are exacerbated, it seems more interesting. And here are people - for example, so about our Tatyana Nezludov say - they begin to just shine. How, why - I can not explain. "

Photo provided Igor Gavar

In Moscow, the first model agency for the elderly "Oldlyushka" was created in Moscow. The photographer from Omsk, the creator of the project Igor Gavar told the site as grandmothers retain a sense of style despite the life circumstances, which means beauty in old age and why we usually do not notice the elderly on the streets.

Childhood with grandmothers

As a child, in addition to parents, I was brought up with two grandmothers, my sister is one of them and great-grandmother. Four people from the older generation. They were an integral part of the family. Of course, this was greatly influenced. I think it became one of the main reasons for the appearance of the project "Oldushka".

Igor Gavar. Photo provided Igor Gavar

I also photographed my grandmothers for the blog. I managed to take a picture of Galina's grandmother, which was not in 2012. Fortunately, the second grandmother is alive and healthy. Her name is Lydia, she is now 75 years old. I photographed it for the project three times. Grandma worked on a knitted factory in the supply department. Often went to Moscow to fashionable shows, was aware of trends and trends of that time. My grandmothers became an embodiment of the idea that in the elderly you can look beautiful.

My grandmother "Oldushka" surprises and amusing. She supports me, although it confuses that while the project does not bring big money.

Street fashion on the dance floor

I am a graduate of the interior design department, but in the learning process, I realized that the costume attracts me more. I always liked to watch beautiful people, look at the faces and how people dress.

Photo provided Igor Gavar

As a student, I started a blog about Omsk street fashion. This is a city where I was born and grew. I walked through the streets and photographed unusually dressed people of all ages. But after the trip to Moscow, I realized that the project should be rethought. In Omsk there is no so much interestingly dressed people in principle how much can be removed over the week in Moscow. I laid down all the pictures and tried to choose the most interesting. Photos of the elderly seemed to me the most curious. Once, I went to the dance floor in Omsk to shoot the elderly people who came to dance. There I met the first heroine project "Oldushka". I still cooperate with them. So in 2011, a project dedicated to street fashion and the style of the older generation in Russia was born.

Grandmothers spoke

At first I photographed the heroes from the distance, did not fit close, did not speak with them. And when I published the first selection of pictures on the network, I received a huge number of angry feedback from users. People said: "How can we give a poverty in which our old men live for street fashion?" I was accused of riding the elderly. After angry responses, I began to approach the heroes, asking them for them personally, why they are dressed exactly what their style is dictated and what they think about old age. So the heroes of the photo project spoke.

Photo provided Igor Gavar

Older people most often agree to a photo session. It is refused somewhere five people out of 100. To be honest, it seemed to me that the elderly people are not very contacted, they will be confused by the word "Internet" and the proposal of an unfamiliar person to take pictures and give an interview. This positive statistics broke my own stereotype about the closedness of the older generation people.

Remove the best young

Once in the Park "Sokolniki" I persuaded to take a picture of one lady for almost an hour. Madly beautiful woman with diamond eyes and an aristocratic face. She walked over her park and understood that he could not let her go. She agreed only after her friend went past us, which I shot before. She said: "Listen, Larisa, calm down, excellent photos are obtained!". I have no preserved her phone, I really want to find it and invite to the agency.

Photo provided Igor Gavar

"Remove the best young. Older is not necessary, not beautiful," the most common cause of failure. I can't stand this phrase. I usually answer: "If you really thought so, they would not stand in front of me so beautiful." Victory, if I manage to convert a person in conversation and get permission to shoot.

Elderly people refuse to take pictures on religious reasons. They say that it is sinful because it is a pride. I do not argue, respect their right to refuse.

The model agency suggested itself

At some point, the blog's heroes began to invite to shoot at the "poster", Bosco Magazine, Design Scene Magazine and other fashion magazines. Their art group AES + F, artist Vadim Zakharov and singer Christmas tree shot. The model agency suggested itself. So far, in the agency seven models - five women and two men. All of the residents of Moscow. This is due to the fact that the fashion industry is more developed in the capital. All orders come from there.

Photo provided Igor Gavar

The theme of age-related models is only gaining momentum, for pensioners such activities is unlikely to become the main source of earnings, but may be a good help. From practice I can say for the shooting day the model can get from 4 to 20 thousand rubles. And this is not the limit. The fee depends on the experience of the model and scale of the project.

Financial frames style

Older people are often in a difficult financial situation. It is terrible to think that this is also waiting for us in the future. Unfortunately, only one aging model is common in Russia - a sad rolling into poverty and stiffness. And it is replicated from generation to generation, settles in the heads of people like the norm. First of all it refers to the regions, there people live worse and dress up.

Moscow retirees closer to modern trends in clothes, I think there is a higher standard of living and a large number of modernly dressed young people around, where you can navigate.

Project about street fashion and model agency - both talk about old age in the aesthetic plane. However, the principles of choosing the heroes in them are different. In a blog about the street fashion, I explore the skills and creative potential of pensioners, consciously or not working with in their own way. This is important style.

Look humble

The idea that old age should be visually modest, perhaps comes from the Soviet period when the system has tried to level everyone and everything. Bright clothes, decorations - all this did not correspond to the image of the working person, was considered a bourgeois remnant.

And so far, the question of how a person should look like in old age is rather regulated by social norms. A brightly dressed young man is a time rate. A bright elderly person is such a norm. It is believed that the lady at the age should be elegant, walk in a hat and skirt in the floor, closing his arms and neck. By and large, people themselves cultivate prejudices, they themselves create complexes, without reconcile with aging, but running away from him, denying joy to being in a different, old body.

When we see outside or in the photos of people aged, which are dressed bright and extravagant, then others appear to experiment with clothing. It is a thought that I can also try to be bright too. " In any case, in these sometimes strange costume solutions I see the potential.

Beauty, Apartment and washing machine

Once the project "Oldlyushka" helped one of the heroines to solve a difficult life situation. Irina Andreevna is one of the first models of the project. I met her on the dance floor in Omsk.

Once we talked, and I learned that Irina Andreevna had a very difficult life situation. She lived with adoptive children with whom the relationship, to put it mildly, did not work out, but it was impossible to exchange an apartment. She was not going to go.

Photo provided Igor Gavar

She suffered for many years and saved money, dreaming about a separate apartment. Sometimes she managed to live a whole month and spend only 3 thousand rubles. She copied about 900 thousand rubles. For Omsk, this is a decent amount. We hired a realtor, and after only one and a half years, the accommodation was found. But it turned out that the accumulated amount is not enough to buy a separate apartment. This amount could only buy housing only with subsidence.

But she wanted to live all his life alone. I announced a share in social networks to collect funds in its support. Not enough about 150 thousand rubles. The required amount gathered in just four days. Then the amount was shouted for 200 thousand. Irina Andreevna was able to buy an apartment for himself, and there was still money on the fridge and a washing machine. In the old apartment, all household appliances were broken.

Photo provided Igor Gavar

This is a wonderful illustration, as beauty is capable of solving even complex household problems. Due to the fact that Irina Andreevna dressed brightly, followed himself, she had a large number of admirers who added the missing funds. She was able to reject a difficult life situation in his favor.

Charisma and the fear of old age

Many people over the years are typing beauty and charisma, so I have no fear before the fact of aging. It follows poverty, weakness and health problems. If the poverty somehow can be protected in youth, then health is a difficult thing predictable, it just needs to be preserved.

Omsk photographer Igor Gavar opened the first model agency for the elderly Oldushka. Now the men and women of old age with a photogenic appearance may seriously change their life - "try" a bright image on yourself, destroy stereotypes and even earn some money in the model business. At the same time, the age of the models of interest to the agency - from 55 years and above.

"This is a logical continuation of our long-standing project" Oldushka "- since 2011 I specialized in the street fashion and a selection of style for the elderly people living in Russia," says Metro Gavar. - I removed the bright, beautiful people of the older generation. Then we began to participate in fashionable shooting, some of the project's heroes have appeared portfolio. So the opening of the model agency has become a logical step.

The promotion of the project was engaged in a team of Omsk professionals. The creators of the bright image of the elderly people rented equipment and photo studios, invited potential models and made stars from them.

"We are interested in people who" imprinted "age," Gavar explains. - In priority - gray-haired models. Only one woman with whom we cooperate are "Rye".

According to the photographer, the agency is interested in the natural data of the elderly. Of great importance are breed, charisma. A person must have a characteristic appearance. And the face that stands out in the crowd.

"Our models can make money on this," Gavar continue. - Naturally, it will not be a major earnings, but a part-time job.

But not only money attracts people of the older generation - they are in principle such work is interesting.

"For them, this is unfamiliar, unauthorized activity," an Omsk photographer assures. - You need to possess a certain degree of adventurism to agree to such work. For Russia, this is generally a new format. In principle, the elderly people in Russia are segregated, separated from society. Many have a vague idea of \u200b\u200bwhat a person is doing after retirement. Because of this, there is no misunderstanding between generations, stereotypes appear. People think that old age is ugly, poorly. With older age, a lot of unpleasant associations are connected. Many people take offense when they are called the elderly. And our project, our modeling agency, is a confirmation that a person aged can be beautiful.

To participate in the project, potential models can send their photos to email to the organizers or declare themselves in social networks.

"Now we have five women and two men," says Gavar. "All of them from Moscow, because all the most interesting fashion in the world is happening in the capital. But in the future we would like to expand geography. If there are people from other cities, age and beautiful, we will gladly consider their candidates.

Once in the hands of Omsk professionals, pensioners pass "processing". For them find "onions" - image, pick up costumes.

- We store shopping, buy things. We rent a photo studio, negotiate with a photographer, makeup artist, hairdresser. All of them create an image of the model, then you already make a photo shoot, "says the founder of the agency.

In his practice, Gavar faced one serious problem - for people aged very difficult to pick up shoes.

"The elderly stop is very specific," he complains. - Many have problems with dedication, deformation. Generally, this is a whole trouble for the old generation. If the shoes are elegant, the foot is not included in it. It is probably necessary to develop individual pads, a separate shoe line for the elderly.

Garvar noted that among the agency's models there are both housemates and people with an active life position.

"One of our models, Valeria, is very infernal, with a draw," the photographer says. - She is dancing, works with blind or visually impaired people. Helps them spend time in dance. She has the most terrible appearance from all of our models. I got acquainted with her on the dance floor in 2012. She is long-legged, slim, and at the same time small growth. When I picked up for her image, for some reason the association with a black swan arose ...