In the world of fashion and beauty, a new trend is gaining popularity &ndash; models aged 40+. Latvia is not falling behind: the first 40 plus Smart Models Agency&nbsp;has opened in Riga, presenting the public with an elegant fashion show of beach wear from designer Elina Shtobe of SLOW Beachwear. The idea of the show was to highlight the potential of the 40 plus generation in fashion as well as in society as a whole.

40+ Celebrities in the Modeling Business

More and more often, well-known brands are inviting legendary 90s supermodels such as Claudia Schiffer, Cindy Crawford, and Linda Evangelista to showcase new fashion trends. These catwalk stars, approaching 50 years old, are showing the world that beauty has no age.

Erika Smelkova
Journalist, co-founder of the 40 plus Smart Models Agency

Confidence and Experience &ndash; The Main Assets

The 40+ generation possesses not only experience but also the ability to acquire new knowledge. This is precisely why the fashion and beauty industry pays special attention to it. The 40 plus Smart Models Agency&nbsp;aims to unlock the potential of this generation in society.
The idea to create the 40 plus Smart Models Agency&nbsp;in Latvia belongs to entrepreneur and designer Agnese Zeltina and journalist Erika Smelkova. This idea was enthusiastically received not only by famous personalities such as Una Ulme and Elita Drake but also by business ladies, doctors, and other professionals. According to Elina Stobe, the designer of SLOW Beachwear, she draws inspiration from strong, confident individuals regardless of age.

The fashion show took place at the Grand Hotel Kempinski Riga, Kempinski The Spa, and the audience was amazed by the reaction, applauding the catwalk of the elegant age models from the new agency. Agnese Zeltina, expressing her satisfaction, emphasized that this only proves that such models have excellent potential not only in Latvia but also internationally. The agency's events aim not only to help models acquire skills but also to attract top experts in their fields on health, age-appropriate nutrition, and how to live joyfully and in harmony. The legendary Vivienne Westwood once said that fashion has been and remains one of the most powerful forms of communication.

40plus Models Now in Latvia

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