Accent on age: fashion blogger sets up Russia's first oldie modelling agency

His new agency has models aged 55+, and none have previous catwalk experience. The start-up came after his blog - previously highlighted by The Siberian Times - caught the attention of the likes of Sony, style and fashion publication like Bosco Magazine, Buro 24/7, Aisha, and others. 

Igor - who is both a photographer and popular blogger - realised there was a demand for models who are senior in age. He currently has seven - two male, and five female - on his books. 

'Our models are aged 55+, and none of them had previous modelling experience,' he said. 'We are quite busy here with demands keep coming. I believe that elderly people in Russia are so discriminated that we've got to bring more attention to them, and  this is what my blog and my agency do. 

'It is very new for Russia to speak about elderly people in a fashion context.'

Which in a way is surprising since Russian culture in many ways respects its veterans and seniors more than in many cultures. 'There were different types of shoots, our models were paid from 4,000 to 20,000 roubles ($55 to $275) depending on the client and the project.'

Of his original project, he said he wanted to show the 'strong personality and sense of style' of his subjects, to show them as inspirational, yet some saw his mission as provocative.

His blog caught the imagination and through it he raised a significant sum of money to help one of his lady models when she urgently needed to buy a new flat. See our original article on Igor here.