LVMH and Kering aren’t going to use size 0 and underage models anymore.
LVMH owns Louis Vuitton, Fendi and Christian Dior.
Kering has fashion houses Gucci, Alexander McQueen and Stella McCartney in its stable.
So we’re talking about industry titans. Hopefully, this joint announcement will have an effect across the sector.
Both also announced a raft of other reforms, such as increased minimum catwalk dress sizes, banning U16s from starring in adult shows, and ensuring younger models are accompanied by an adult.
This comes on the back of a French law banning unhealthy models.
And it’s been difficult for both firms to ignore increased exposure of the industry’s malpractice of models on social media.
Also, with the rise of plus-sized models, fashion houses are beginning to acknowledge that customers want models who look more like them.
Then there’s the health aspect.
Consumers are getting increasingly health conscious, fitter and turning their backs on sugar. You only need to look at the rise of the wearable fitness market, increased gym membership, and a global sales drop of fizzy drinks to see consumers’ mindset.
Ultra thin models, who look malnourished, run counter to these trends.
Added to this is the growing awareness of eating disorders. The fashion industry has long been accused of doing little to discourage, and at times promote, them.
So by making these promises, both firms are also tapping into the public’s growing health concern.