London Fashion Week – “It’s safer to fake it” say fashion industry’s top model agencies


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].

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About sunnysleevez

I'm a freckly red head, originally from London now living in LA with 2 pale children. Frankly with our coloring we have no business being such an outdoorsy family and living in southern California. I grew up in a time when factor 8 sun milk was considered the best protection available to combat the hot rays of a holiday in southern Spain, that lead to 3rd degree burns and the rest of the vacation spent in the shade of our apartment. As a family we love to be outside, going to the beach, camping, swimming & hiking. We can't completely avoid the sun (nor should we) but taking sensible measures to avoid unnecessary UV damage is a priority. How do we do that? By staying in the shade in the middle of the day, wearing sun protective clothing (that's why I created Sunny Sleevez), a broad brimmed hat, UV rated sunglasses, using chemical-free broad spectrum sun screen on exposed areas & eating a healthy diet with as few chemicals as possible & lots of antioxidants.
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5 Responses to London Fashion Week – “It’s safer to fake it” say fashion industry’s top model agencies

  1. DLoweinc says:

    A single use quadrupled risk of malignant melanoma???????

    Holy cow

  2. 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.

  3. Bongo says:

    This is awesome. Someone actually cares about the health of the models.

  4. Thank you for following :)

    Kirstiie

  5. elizabethweaver says:

    Great post…thanks!

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