Home / Knowledge / News / Apparel/Garments / Debenhams signs fair treatment code for models
Debenhams signs fair treatment code for models
May '13
Debenhams became the first retailer to sign up to the Equity code for fair treatment of models in all of its photo shoots, TV ads, PR ‘look books’ and images on Debenhams.com.

The retailer is the second organisation to sign the code of conduct - the first being fashion bible Vogue.

By signing, models hired by Debenhams will get further assurances in relation to working conditions and treatment including:

- Pre-agreed maximum length of working hours.
- Provision of breaks and refreshments during shoots.
- The general nature of all shoots will be explained in advance to ensure semi-nudity is agreed by the model.
- Private changing areas will be provided.
- Relevant insurances are in place such as travel and public liability.
- Prompt payment in accordance with agreed payment terms by the retailer and also the agencies it uses.

The move builds on Debenhams’ already stringent and responsible guidelines that ensure no one under 16 will be used to represent an adult and that all models must be at least a size eight and no smaller.

“Fair treatment of everyone who models for us has always been a priority. The code firmly cements our ambition. We hope others follow our lead”, said Michael Sharp, chief executive, Debenhams.

The initiative follows in the path of a number of campaigns by the retailer to promote positive body image. Most recently, Debenhams released a fashion ‘look book’ highlighting the best ranges it had to offer.

However, the imagery within the ‘look book’ turned its back on the industry norm of young, thin models. Instead it featured an amputee, three models over 40 - including one nearing 70 - a paralympian athlete and swimwear shots celebrate curves using a size 18 model.

It follows a string of industry firsts from Debenhams which included the use of a disabled model when it launched the Principles brand; size 16 mannequins in stores to more accurately reflect the shape of its customers; the banning of airbrushing on swimwear imagery and lingerie campaigns featuring a 50+ model.

Must ReadView All

Textiles | On 20th Jan 2017

TEA expects budget to upscale textile skill industry

The Tiruppur Exporters’ Association (TEA) has requested the Central...

Textiles | On 20th Jan 2017

Bangladesh could earn $60 billion in exports by 2021

Bangladesh is expected to earn over $60 billion in exports by the...

Courtesy: PIB

Textiles | On 20th Jan 2017

Govt to help Tangaliya weavers purchase looms: Irani

Government of India will facilitate Tangaliya weavers in purchase of...

Interviews View All

Milind Khandwe
Hindoostan Innovation Centre

‘Modern technical textile is an indispensable tool for science and...

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Pratik Bachkaniwala
Palod Himson Machines

Fabric processing machines are picking up

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search