Kering And LVMH Unite to Ban Size Zero Models From The Runways


Fashion is a deeply competitive business, but sometimes major industry players need to join forces for the greater good. That’s why this morning’s announcement that Kering and LVMH are uniting for the safety of models and to promote a healthier body image was surprising, but understandable if there was going to be any lasting reform. The luxury conglomerates have pledged to ban size-0 models from both the runway and editorial photo shoots.

WWD reports that the companies have set up a charter, which will be implemented across their brands worldwide, will require models to provide a medical certificate of health, and it will ban the hiring of girls under the age of 16.

Though François-Henri Pinault, chairman and CEO of Kering, had been working on a measure for his company to adhere to for a while, he realized things needed to move faster after James Scully blew the lid on abuse in the modeling industry.

“I decided in March, ‘Enough is enough. We are going to put in place some rules and I want those rules to be implemented for the next fashion week,’” Pinault told the publication. “We could not accept the status quo. If someone had to act, it was us. We decided to forge ahead because of our commitment, in the belief that we have to set the example in this domain, take the lead and apply the relevant rules to ourselves.”

Pinault, looking to make sure his measures were effective, reached out to LVMH, only to find out that they had separately been working on the problem as well and were willing to team up to create a united front.

Over the past few years, there have been efforts from the French government and groups like the Model Alliance to get young models (16 and under), and those at an unhealthy weight off the runway and out of advertising—but the rules always seemed difficult to enforce, and there was little change within the industry. However, now that two major luxury conglomerates are putting their foot down, there is likely to be a shift in how the modeling industry operates. The problem before always seemed to be that if there was money on the table, casting agents and bookers would do whatever it took to compete for it. With so many brands no longer accepting excessively thin models, expect to stop seeing them.

Of course, that still doesn’t stop magazines hiring ultra-thin women, nor does is stop models from being photoshopped to look more slender. But it will mean a lot for the runway. The new measures are being implemented this fashion month, so we won’t have to wait long to find out how serious Kering and LVMH are.


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