French luxury titans LVMH and Kering agreed to curb the use of ultra-skinny models on runways and in advertising campaigns, bowing to a public outcry over unhealthy depictions of young women by the fashion industry.
The groups said models below size 34 for women and size 44 for men in French measurements will not be allowed to represent their brands.
The charter also commits company executives to banning size 32 for women and size 42 for men from their casting requirements. These include providing a psychologist or therapist to models during their working hours, prohibiting alchoholic beverages in the workplace without prior authorization, and providing transportation for models after 8 pm. The law requires models to present a doctor's certificate certifying their body is healthy and forces publishers to designate photoshopped images as a "photographie retouchée" (or retouched photograph).
They will only work with models who can present a valid medical certificate "attesting to their good health and ability to work" and their brands cannot hire under-16s for shoots or shows representing adults.
Two fashion powerhouses Kering and LVMH have banned U.S. size zero models, which is a size four in Australia, from the runway and advertising. The well-being of models is of great importance to us, ' said Antoine Arnault, board member of LVMH and son of owner Bernard Arnault. "Therefore, after consulting industry professionals, we have jointly developed guidelines, which go beyond the legal requirements, in order to ensure that fashion models are aways provided with proper working conditions".
"As the leader in the luxury sector, we believe it is our role to be at the forefront of this initiative".
"Furthermore, models should be viewed individually as people, and their physical and mental health and wellbeing should be of utmost concern to those who are responsible for them".
"We wanted to move quickly and hit hard so that things really change". They add that a monitoring committee comprising representatives of brands, agencies and models, will also meet each year and once every six months in the first year.
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