In a joint statement which will be welcomed by many, the two companies said: "Respecting the dignity of every man and woman is at the heart of both group's values". This will have them offering a dedicated psychologist/therapist to them during their hours of work. The BBC reports that models will also have to present a valid medical certificate to prove that they are fit for work.
Antoine Arnault, member of the LVMH board of directors, whose partner is supermodel Natalia Vodianova, known as "the Supernova", said: 'The well-being of models is of great importance to us.
According to the charter, they will also be banning models under the age of 16 from representing adults in shoots.
Accounts by former models of starvation diets to meet casting size requirements and the resulting physical and psychological damage, which include the 2010 death of former model-turned-activist Isabelle Caro due to anorexia, resulted in pressure to regulate the modeling industry.
Though his company had been working on the issues outlined in the charter since 2015, François-Henri Pinault, Kering's chairman and chief executive officer, tells WWD it was James Scully's Instagram posts about the unethical treatment of models he witnessed during Paris Fashion Week that finally pushed them to put pen to paper.
Under-18s will be required to have a chaperone and the charter also says brands must ask agencies to ensure that models are keeping up with their school work.
"Other fashion houses must start following suit", one person reacted on Twitter.
It's the first time these two powerful corporations have come together to achieve a common goal-and, given their sway over so many influential brands, this might be the most concrete step toward a healthier (and, hopefully, more inclusive) industry we've seen in recent memory.
Further to the law passed by the French government, that requires models to have a doctor's certificate confirming that they are not drastically underweight, the new charter will now be laying down certain standards for the fashion business.
"Until now all they (agencies) have done is respond to the requirements of the clients. agencies have never been the ones who've had the final decision over what model will do what advertising campaign or show".