American model and actress Marilyn Monroe famously said: “To all the girls that think you’re fat because you’re not a size zero, you’re the beautiful one, its society who’s ugly.” And now, just not the society, luxury brands too won’t insist that size zero is beautiful.
After facing much criticism worldwide, French fashion houses LVMH and Kering have decided that they will not hire excessively thin models for their runway shows now on. This means, there will be no size zero models on Dior, Yves Saint Laurent, Louis Vuitton, Givenchy, Gucci, Fendi, Marc Jacobs, Bottega Veneta, and Alexander McQueen’s runway shows.
For this, the fashion houses have signed a charter pledging that they will not hire underweight and underage – below the age of 16 – models for the runway as well as their ad campaigns, reported Reuters. The brands said that this was for “the well-being of the models.”
Speaking of the move CEO of Kering Francois-Henri Pinault told the agency: “We hope to inspire the entire industry to follow suit, thus making a real difference in the working conditions of fashion models industry-wide.”
The charter will come into effect before the Paris Fashion Week, which begins on September 26 and goes on until October 3.
France has passed a resolution in 2015 banning extremely thin models and has also said that any agency hiring these models were liable to pay a penalty of $90,000 and could face a 6-month jail time.
Meanwhile, Kerring and LVMH have specified that models below size 34 and men below size 44 will not be hired. Size 34 in France translates to size zero in US and size six in UK. Size 44 in France is size 12 in US and 16 in UK.
This news will surely make Danish model Ulrikke Louise Lahn Høyer happy. In May 2017, she had accused Louis Vuitton of calling her “bloated” and firing her. In a lengthy Facebook post, the model had said that the world of fashion and modeling may look all shiny and glamorous, but a lot of times the experience could be not-so-nice and even hurtful.
"When I tell people I work as a model, I always get a very positive response as people have this idea that modeling is so easy and amazing and everything about being a model is glamorous. They are right, but far from all the time," she wrote.
Hoyer spoke about how she was in Tokyo for a show, but was sent packing for “being too big.” She is size six.