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.
The move comes ahead of London Fashion Week, which begins today [17 February].