Kate Moss agency Storm to raise awareness of sunbed dangers.
It was Coco Chanel, according to legend, who first popularised the suntan, after the formerly porcelain-skinned fashion designer was photographed disembarking from the Duke of Westminster’s Mediterranean yacht in 1923 sporting a distinctively bronzed skin tone.
Brown skin, for centuries the preserve of the labouring classes toiling out of doors, would come to represent wealth and style, sported by those who had the money to fly to exotic locations and the leisure to lounge in the sun.
But as awareness has grown of the dangers of sun exposure, heavily tanned skin has come to represent not style, but risk. Now the fashion establishment is turning its back on the tan, in an acknowledgement of the health dangers presented by toasting one’s skin in UV rays.
Eleven of the UK’s leading modelling agencies have signed up to Cancer Research UK campaign to counter the fashion for sunbeds, declaring that they will ban their models from artificially tanning and refuse to represent others who use the devices.
The charity hopes that some of those who have been stubbornly resistant to scientific health warnings might be persuaded by an example set by the fashion industry that a tan is not stylish. Research published last month by the charity found that more than one in four sunbed users aged between 18 and 24 said they were unconcerned about the health risks posed by sunbeds, while 53% of the same age group believed tanned skin has become more fashionable.
The World Health Organisation classifies sunbeds in the most serious category of cancer-causing products and habits. In the last 30 years, cases of malignant melanoma have more than quadrupled in the UK, and the disease is the second most common form of cancer in 15 to 34-year-olds.
“Supporting this campaign makes perfect sense as the wellbeing of our models is of paramount importance, and we take a serious approach to their health,” said Sarah Doukas, MD of model agency Storm, who famously discovered the (milky-skinned) Kate Moss when she was still a teenager, and who has a friend who lost her husband to cancer caused, she believes, by sunbed use.
“Quite apart from the health risks, as soon as a girl starts modelling with us, if she is going on holiday, the agent will absolutely tell them to use sun cream because we don’t want them to be very tanned. It’s years since I have heard someone asking for a tanned girl.
“But if a client specifically says they want a girl to be tanned, it always comes out of a bottle.”
Other modelling agencies supporting the campaign, launched days before London Fashion Week, include Elite, Next, Premier Model Management and Models 1.
The charity has teamed up with the Sk:n chain of clinics to offer free skin-scanning sessions throughout February to highlight hidden sun damage. “The idea is that a sunbed user may go along to a skin clinic with their auntie or mum, someone who may ‘an influencer’ for their sunbed use,” said Dr Claire Knight, senior health information officer at Cancer Research UK.
The campaign is targeted at all ages, she said, but stressed that the evidence shows that using sunbeds at a younger age can be “significantly harmful”.
“We would like people to be happy with the colour of skin that they have. If they really want a tan, we would suggest using fake tan. But never a sunbed.”
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In beauty terms, it all starts with Chanel No5. It is the best-selling fragrance in the world. The world! That’s a lot of people all going around smelling the same. It started life back in 1921 when Gabrielle ‘Coco’ Chanel was already reigning over the Paris fashion world. Created with Russian perfumer to the Tsars, Ernest Beaux, the name for Chanel’s first fragrance is said to come from her superstitious belief in the virtues of the number five. Apparently she picked the fifth sample presented to her by Beaux and the simple name stuck. It was the first time that a fashion house had created a perfume and it soon became a huge hit. At the same time, Chanel started to expand and go global launching a cosmetics line (in 1924) and a range of skincare products (in 1929).
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