LVMH and Kering have renewed and expanded their charter on the working conditions and protection of models, committing to a minimum age of 18 for anyone posing in a shoot or walking in a show. Kering adopted the age limit in 2019, while LVMH’s earlier commitment, made in 2017, was 16.
The updated document builds on the 2017 pledge amid growing concern over women’s safety. It prohibits gender-based and sexual violence, including verbal or physical harassment and inappropriate jokes or gestures. The groups say the rules go beyond legal obligations, and they will work only with partners worldwide who can uphold them.
A Explicit Non-Discrimination Policy
A key addition is a non-discrimination policy, which pledges to reflect an inclusive society and avoid stereotyping while leaving room for brands’ artistic freedom. A Kering representative said the principle was previously implicit and is now stated outright. Kering also pointed to the Kering Foundation, founded in 2008 to combat gender-based violence, while LVMH joined the Safe Spaces programme in 2025.
Pay, Sizing and Working Conditions
The charter commits to fair pay in line with local professional rates and sets minimum sizes of EU 34 for women and EU 44 for men. Models must have access to healthy food and drink suited to their dietary needs, and brands must provide healthy-eating information. Agencies must be transparent with brands about legal working hours so rest breaks are respected, and must ensure models’ schedules allow for training that supports career transitions.
Nudity rules require a private changing area and robes, and say nude or partially nude models must never be left alone with a photographer or production team member. Kering confirmed this does not require a dedicated chaperone, since all models will be adults. The companies also promised clear routes for reporting inappropriate behaviour.
Together, the measures signal a tighter standard for how two of luxury’s biggest groups treat the people who front their campaigns.