It’s London Fashion Week and the biggest news story is what you won’t be seeing on the 
runway this week, as directors from the fashion industry’s top model agencies condemned sunbed-induced tanning.
The directors of Next, Storm, Elite, Premier Model Management, Oxygen and Union say they have committed themselves to a zero-tolerance approach to sunbed use for all of their models.
The move is part of Cancer Research UK’s R UV UGLY? campaign, which was created up to raise awareness of the dangers of using sunbeds.
Sarah Doukas, founder of Storm Models and the woman who discovered Kate Moss, said: “On the catwalk, being tanned is simply not desirable and certainly not worth jeopardising your health for.”
Cancer Research’s R UV Ugly campaign found that skin cancer rates have 
quadrupled over the past three decades, and that a SINGLE use of a sunbed before the age of 35 increases the risk of malignant melanoma by 75 per cent.
A spokesperson for the charity said: “If you feel you must have a tan, it is safer to fake it.”
As the shows for the autumn/winter 2012 season get underway today, any glowing flesh peaking out skirts will either be natural, or expertly sprayed on to models backstage.
Finally a runway style that’s affordable and looks good on everyone, so don’t be afraid to look pale and interesting, it’s the height of fashion!
The move comes ahead of London Fashion Week, which begins today [17 February].
A single use quadrupled risk of malignant melanoma???????
Holy cow
In the American south of 150 years’ ago being pale was considered to be a statement of gentility. Upper class women wore long sleeved dresses even in the summer and carried parasols to avoid the sun.
I guess it’s true – fashion merely recycles itself. Sometimes you just have to wait awhile for something to return to style.
This is awesome. Someone actually cares about the health of the models.
Thank you for following
Kirstiie
Great post…thanks!