In regards to underweight models, it was just this May that Louis Vuitton came under fire for booting a model from its show who was just a size 2, so these guidelines come at a particularly poignant time.
Specifically, the new rules are that LVMH and Kering have made their brands commit to not casting women who are a French size 32, which translates to a US 00, or men who are a French 42, which translates to smaller than a USA men's XS.
The firms will also not use models under the age of 16 to display clothes designed for adults.
"To further ensure the care of models, it will be incumbent upon the brands to put a dedicated psychologist/therapist at their disposal during their working time". "The wellbeing of models is of great importance to us", declared LVMH board member Antoine Arnault.
TWO fashion giants are to ban size zero models - size four in the United Kingdom - as part of a worldwide "well-being charter".
Other new rules in the charter guarantee models the right to safe accommodations and require they "explicitly accept" assignments that involve nudity or changes to their appearance. This includes Christian Dior, Givenchy, Yves Saint Laurent and Gucci.
The brands have committed to working exclusively with models who can provide a doctor's certificate obtained less than six months before a shoot or fashion show attesting to their good health and to put a psychologist at their disposal during their work.
The charter incorporates a new French law coming into effect October that requires all models to provide medical certificates proving they are healthy to work. "There have been problems in all houses with the way fashion models work, with their well-being and even their psychological safety".
Henri Pinault, chairman and CEO of Kering, added: 'We hope to inspire the entire industry to follow suit, thus making a real difference in the working conditions of fashion models industry-wide'.
"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".