Luxury Giants LVMH and Kering Institute New Age Restriction and Regulations on Nudity for Models in Updated Protocols

LVMH and Kering, two of the largest luxury goods conglomerates globally, have announced a comprehensive set of updated guidelines aimed at enhancing the safety and well-being of models. These measures are set to be implemented during Paris Fashion Week in 2027, with a focus on both ethical practices and the protection of younger individuals in the industry.

On October 8, the brands unveiled a new charter that sets a minimum age requirement for models to represent adult roles in fashion shows or photo shoots, raising the threshold to 18 years old. This move comes as a response to growing concerns over the exploitation of underage models in the fashion industry. Previously, Kering, the parent company of high-profile labels such as Gucci and Balenciaga, established a similar age restriction in May 2019, though it took effect in 2020. LVMH, which oversees brands like Louis Vuitton and Christian Dior, had set its minimum age at 16 back in 2017.

In addition to the age restrictions, the new guidelines also enforce a “zero tolerance” policy against harassment, abuse, or any form of violence, particularly focusing on gender-based or sexual misconduct. This initiative includes enhanced monitoring during all interactions with models, especially when nudity is involved. A formal agreement must now be established before any shoot or runway show, along with designated areas to ensure privacy and safety. The updated rules emphasise that no model should be left alone with a member of the production team in situations of partial or full nudity.

Further strengthening these protections, the companies have outlined a robust reporting procedure for models, allowing them to voice concerns anonymously and ensuring that witnesses are also protected. This system is designed to be activated at any stage of collaboration, ensuring that models feel secure throughout their time within the industry.

Training initiatives aimed at raising awareness about these issues will be introduced for brands, agencies, and all personnel involved in the casting and modelling processes. Kering and LVMH have also committed to conducting unannounced audits and checks in workplaces to ensure compliance with these new regulations.

Moreover, the updated guidelines reflect a broader commitment to inclusion and non-discrimination during casting processes. They aim to respect and celebrate the diversity of talent within the fashion industry, while also striving to avoid harmful stereotypes. This dedication aligns with the brands’ artistic vision, ensuring that creative freedom remains a priority.

The new rules mark the latest effort from LVMH and Kering to address longstanding issues in the fashion world concerning the treatment of models and their welfare. Nearly a decade ago, the two companies released their first joint protocols focused on working conditions for models, demonstrating a progressive stance towards ethical practices in an ever-evolving industry.

In their October 8 statement, the brands acknowledged the urgency of tackling issues related to gender-based and sexual violence, as well as the need to protect younger individuals in the profession. “As the fight against these issues is now more critical than ever, Kering and LVMH are strengthening their joint commitments to foster a respectful environment for models,” they stated.

The updated guidelines signal a significant step forward in addressing the challenges faced by models, reflecting a growing awareness of the responsibilities that come with the fashion industry’s influence. As Paris Fashion Week prepares to embrace these changes in 2027, the anticipation surrounding their implementation is palpable. The hope is that such measures will create a safer and more equitable environment for models and help to reshape the landscape of the fashion world for the better.