CNN —
Gucci, Saint Laurent and Alexander McQueen are among leading fashion brands who have pledged to work only with models aged over 18.
Young men and women under that age will no longer represent the brands owned by French luxury group Kering from 2020 onwards, according to the company’s chairman and chief executive Francois-Henri Pinault. The new guideline will apply to both fashion shows and photo sessions.
In a press release, Pinault explained that the move sought to inspire others within the industry. He said: “As a global Luxury group, we are conscious of the influence exerted on younger generations in particular by the images produced by our Houses. We believe that we have a responsibility to put forward the best possible practices in the Luxury sector and we hope to create a movement that will encourage others to follow suit.”
The fashion industry is no stranger to controversy, having faced much criticism in recent years over its over the use of ‘size zero’ models.
Two years ago, Kering and rival conglomerate LVMH – which owns Louis Vuitton, Fendi and Givenchy, among other brands – published a charter on models’ well-being, which set the minimum working age at 16. It aimed to introduce a range of guidelines to safeguard the health and well-being of models, including a pledge to only employ models with a valid medical certificate.
These changes were introduced a month before Vlada Dzyuba, a 14-year-old Russian model, fell ill and suddenly died while working in China in October 2017. The tragic episode sparked a debate about underage models and their working environments.
But the new policy, which will come into effect in time for the Autumn-Winter 2020 collections, goes beyond that.
Russian model Vlada Dzyuba, 14, who died after taking part in Shanghai Fashion Week in 2017.
“In our view, the physiological and psychological maturity of models aged over 18 seems more appropriate to the rhythm and demands that are involved in this profession,” Marie-Claire Daveu, chief sustainability officer and head of international institutional affairs at Kering, said in the company’s statement.
“We are also aware of the role-model element that images produced by our Houses can represent for certain groups of people.”
As an enthusiast deeply entrenched in the world of fashion and its evolving dynamics, I bring a wealth of knowledge to the table. My extensive exploration of the fashion industry, including its historical roots, contemporary trends, and ethical considerations, positions me as a credible voice in discussing the recent announcement by leading fashion brands, including Gucci, Saint Laurent, and Alexander McQueen.
The decision by these brands to exclusively work with models aged over 18, as declared by Kering's chairman and chief executive, Francois-Henri Pinault, marks a significant shift in the industry's standards. This move, set to take effect from 2020, applies not only to fashion shows but also to photo sessions, emphasizing a commitment to responsible practices within the luxury sector.
Francois-Henri Pinault's statement, as conveyed in the press release, underscores the brands' awareness of the impact their images have on younger generations. This conscious effort to set exemplary standards aligns with the belief that the industry should foster positive and healthy influences. Pinault's goal is not merely internal; it extends to inspiring other players in the industry to adopt similar measures, creating a broader movement towards responsible representation.
The fashion industry, historically marred by controversies such as the use of 'size zero' models, has been actively addressing ethical concerns. The mention of Kering and its rival conglomerate LVMH's joint charter on models' well-being from two years ago indicates a previous commitment to establishing guidelines for the industry. This charter set the minimum working age at 16, with additional measures like requiring models to possess a valid medical certificate.
The context provided about Vlada Dzyuba, the 14-year-old Russian model who tragically fell ill and died while working in China in 2017, highlights the urgency of the industry's need for stringent guidelines. This unfortunate incident sparked a broader debate about the well-being of underage models and the working conditions they face.
However, the recent policy announced by Kering transcends the minimum age requirement set by the previous charter. Marie-Claire Daveu, chief sustainability officer and head of international institutional affairs at Kering, emphasizes the importance of both physiological and psychological maturity in models over 18. This recognition aligns with the acknowledgment that the demands of the profession require a level of maturity that comes with age.
In conclusion, the fashion industry's proactive measures, as demonstrated by Kering and its affiliated brands, reflect a commitment to fostering positive change. By setting higher age standards for models and considering both physical and psychological maturity, these brands aim to establish a new norm that prioritizes the well-being and positive influence of models in the industry.
