The two largest luxury groups tightened their rules on models. Read what changed, and what didn’t.
When rivals sign the same document, pay attention. LVMH and Kering, the two luxury French groups that own most of luxury’s household names (Louis Vuitton, Dior, Gucci, Saint Laurent and many more), have strengthened their joint charter on the respect and protection of models.
What Happened
One small correction first: this is not the groups’ first joint charter. They signed the original in 2017, after the size-zero debate, and the new text builds on it. Announced on October 9, it takes effect from January 2027 (in time for Paris Fashion Week 2027) and includes:
- A minimum age of 18 for models representing adults in shows and shoots. Kering already used this rule, while LVMH previously allowed 16.
- Zero tolerance for harassment, abuse and discrimination, with a reporting procedure that can be activated at any point and guarantees anonymity and witness protection.
- Unannounced workplace checks and audits, plus training for everyone involved in castings, shows and shoots.
- Stricter safeguards for nudity or partial nudity: prior formal agreement and designated spaces.
- A medical certificate no older than six months, versus up to two years under French law.
- Reaffirmed inclusion and non-discrimination, while recognizing the brands’ artistic freedom.
LVMH’s Antoine Arnault said model protection is a commitment shared by brands, agencies, casting directors and models.
Between the Lines
1. The age rule is LVMH catching up. In 2019, when Kering moved to 18, LVMH said it “firmly disagreed,” arguing that 15% to 20% of its show models were under 18 and needed a protected environment. Seven years later it has changed course. That reversal is the real news: norms are shifting, and the cost of being the last to move is now higher than the cost of moving.
2. Self-regulation as strategy. Two groups writing rules for the industry looks like leadership, and it also pre-empts legislation. Voluntary charters are faster and more flexible than laws, but they depend on enforcement the public can’t easily verify. “Unannounced audits” are only as credible as their published results.
3. What critics say is missing. The association Model Law, quoted by FashionNetwork, says the text still lacks provisions on models’ economic working conditions: pay, payment delays and contracts. Others note the season’s debate over very thin models, which a certificate rule may not settle. A safety charter that doesn’t address money covers the body but not the livelihood.
The Map to Modern Luxury
THE CURATED CALENDAR
Discover the world’s most prestigious gatherings & exhibitions4. Timing matters. The announcement follows a season of criticism over thinness, and arrives as brands face scrutiny on workplace culture. Ethics announcements rarely come at random.
Where This Points
- Governance becomes brand equity. Luxury sells trust, and trust now includes how people are treated behind the camera. Expect more groups to publish standards on harassment, working hours and supplier conditions.
- Pre-competitive cooperation grows. Rivals will compete on creativity and cooperate on labor and compliance, because shared rules protect everyone’s reputation.
- Pressure shifts to agencies and smaller houses. Independent labels without audit teams will be judged against these groups’ standards.
- Regulators are watching. Charters often prepare the ground for law.
A gentle thought: it is slightly odd that the industry’s most glamorous companies need a charter to say that people should be safe at work, but better late than never. The test is January 2027: the first Paris season under the new rules, and whether anyone can see the audits.
Bottom line: luxury is learning that its licence to operate depends on conduct as well as craft. The charter is a real step, with homework left over.
