LVMH & Kering Unite
As models and industry veterans take to social media and speak to press to shed light on the mistreatment of models, large brands like Balenciaga and Guess and household named photographers like Mario Testino and Patrick Demarchelier are now plagued with mistreatment and harassment claims. With the ‘Times Up’ campaign and the #metoo movement sweeping the creative industries, it is no surprise of the intense microscopic pressure the fashion industry is under. It was only a matter of time before the big players of fashion aligned their values (Condé Nast recently launched their Code of Conduct) to create a truly professional working environment within the fashion industry.
In line with the ‘Charter on Working Relations with Fashion Models and Their Well Being’ initiative, LVMH and Kering have launched a new website, WeCareForModels.com. The informative hub highlights the Charters high standards of integrity, responsibility and respect for all involved which includes five main focal areas:
• Brands of the Group commit to working solely with models able to present a valid medical certificate, attesting to their good health and ability to work, obtained less than six months before the shooting or the fashion show.
• All brands belonging to LVMH commit to banning size 32 for women and size 42 for men (French measurement) from their casting requirements. Casting agencies will be required to present female and male models who are size 34 or over, and size 44 or over, respectively. To further ensure the care of models, it will be incumbent upon the brands to put a dedicated psychologist/therapist at their disposal during their working time.
• Models below the age of 16 must not be hired by brands to take part in shows or shootings representing an adult.
• 16 to 18 year-old models are subject to specific rules:
- They are not permitted to work between 10pm and 6am.
- The presence of a chaperon/guardian—who can be one of the model’s parents—appointed by their agency is mandatory for models aged 16 to 18, and any model under the age of 18 must be housed in the same accommodation as their chaperon/guardian.
- The charter requires brands to ask agencies to ensure that models meet their school attendance obligations.
• Models must have the possibility of making a direct complaint in the case of a dispute with a modeling agency, a casting director or a brand (e.g. through the designation of a contact person).
Antoine Arnault, member of LVMH Board of Directors, Chairman of Loro Piana and Chief Executive Officer of Berluti said, “I am deeply committed to ensuring that the working relationship between LVMH Group brands, agencies and models goes beyond simply complying with the legal requirements”.
The implementation of the Charter was launched at the 2017 Fashion Weeks and continues in this years extravaganzas with an organised monitoring committee, made up of brands, agency and model representatives, that will initially meet once every six months.
The new site reiterates the commitment LVMH and Kering have to produce optimal working conditions for models during their assessments and shows as well as offering functional advice from industry experts such as nutritionists, psychologists and coaches. The website also encourages models to play an active role in laying the positive foundations for their future, as well as inspiring real change in the fashion industry via eliminating bad behaviour that is not compatible with the values of both groups.
Although the website is primarily designed for the wellbeing of models, it also will be used to raise awareness and re-educate those who play a role in their working conditions, spanning from the world of fashion to the general public.