In these captivating images, photographed by Eli Driu and styled by .1Concept for the April issue of Unica Magazine, four elderly Romanian women–all over the age of 75–posed in traditional Romanian outfits with the poise and sophistication of high-fashion models. Though the pictures are stunning testaments to the timelessness of true beauty, they also offer a message that's more than skin-deep. The campaign was conducted in partnership with Never Alone, an organization whose aim is to attract attention to the issue of loneliness and isolation among the elderly.
According to an alarming statistic, nearly one in two elderly Romanians live by themselves, lacking much-needed social contact due to the increased emigration of younger generations and insufficient financial and human resources. Never Alone works to uplift these under-served citizens through volunteer outreach, providing both moral support and practical resources for older people.
Catalina Dinu, the association's Communications Coordinator, hopes that this creative campaign will instill dignity and hope in elderly communities. She explains that many of us forget to appreciate our grandparents for their wisdom and advice, and it's time we all treated them with the respect they deserve. At the very least, stumbling upon the stunning spread in the pages of a glossy magazine is sure to encourage readers to think twice by reconsidering both their definition of beauty and their treatment of the elderly.
Photos via Eli Driu.