Second life
> Russian babushkas break stereotypes with fashion shoots
They say the work gives women a new lease of life and a confidence boost at a time when their main role in Russian society as "babushkas" or grandmas is to provide large amounts of free childcare.
"It brightens up my life. Doing this is always so joyful, so positive," says Brazhkina.
"And I enjoy being viewed in a different way during the photoshoots – not the way I see myself in the mirror. It's like a little holiday!" she says, smiling.
ENORMOUS POTENTIAL
Old age has been enjoying something of a moment in global fashion as feminists challenge traditional beauty standards and as the West comes to grips with an ageing population.
Last year French label Celine chose 82year-old author Joan Didion as its new face, while Dolce & Gabbana, American Apparel and Saint Laurent have all featured elderly models in recent campaigns.
Russia faces a similar demographic trend as developed Western countries, with nearly a quarter of the population currently over retirement age, a figure expected to rise to 27% by 2025 – 39.9 million people.
Eduard Karyukhin, head of the Dobroye Delo ("Good Deed") organisation that works with elderly people, says "the stereotype of a retired woman who stays at home and looks after the grandchildren is changing".
"Elderly people have enormous potential," Karyukhin said. "They just need help with organising their leisure activities."
The women involved in Oldushka said family members sometimes find it hard to understand their new pastime.
"My husband was very angry at first. He kept asking me: what are you doing this for?" said Kondrasheva. "But then he saw this was making my life interesting with lots of activity and it was keeping me fit. And now he is supportive."