The Instagram Bear Making A Name For Himself Modelling

As Instagram models go, Stepan is unique.

He's a 26-year-old, tall, dark and handsome 350kg bear.

His Instagram account is run by his owners, Svetlana and Yuri Panteleenko, who live with the animal just outside Moscow.

The couple say they rescued Stepan when he was just three months old while he was living in "less than ideal conditions".

Nearly 30 years later, they've managed to amass a following of more than 140,000 people online.

But it's his photoshoots with models and online influencers, who travel from across the world to pose with their furry counterpart, that have gained him the most attention.

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But Stepan's fame has not come without controversy.

Animal rights activists have slammed the Russian couple for exploiting the animal for profit and forcing him to live an unnatural life, which includes staged photoshoots and corporate appearances.