"Beauty has no age" is a policy that fashion houses around the world have followed for more than a decade, and the trend for age modeling continues to evolve. For example, in 2014, one of Balenciaga's shows showed clothes on regular people of different nationalities, ages and builds, and in 2016 department store Harvey Nichols hired 100-year-old model Marjorie Gilbert for its advertising campaign.
Age-positive modeling is a trend of modern and progressive society, and some famous models are 50-60 years old or more. In Russia, the trend of modeling at any age is also relevant. Even in the Moscow region governor's project "Active Longevity" defile and posing are included in separate disciplines, allowing older people to feel significant, necessary and attractive.
Mature grown-up beauty is a real wealth of society, and today's conscious mature women actively contribute to its maintenance. The IMA Lemle agency, for example, is dedicated to helping any woman who would like to try out new directions in her career. Modern PR and social networking technologies make it possible to develop in modeling or the fashion industry at different ages.
The IMA Lemle Modeling Agency is one of the market leaders that has helped a huge number of women look at themselves in a new way, see their mature beauty, become examples for others, and delight their children and grandchildren with a new activity that brings them moral satisfaction and recognition.
"No one but us has previously given the opportunity for women "non-models", to start building a career in modeling: to enter the international arena, to be published in magazines L'Officiel, Harper's Bazaar and many others, or even to appear on the world's catwalk. Women from Russia, Kazakhstan, Belarus and many other countries have an opportunity to present themselves on an international level in our Academy", - comments representative of IMA Lemle Nika Lemle, stylist and image-maker, fashion producer and model coach.
Training takes place on a modern digital platform online in real time. The agency is actively fighting against outdated attitudes, according to which, the model - a young girl with the parameters of 90-60-90 (the standards of the 90's) and discrimination against people over 50-60 years. Overcoming the ageism mindset will allow people of age to do what they love without fear of being judged by society.