IN a world first, Australian Youth Minister Kate Ellis has put forward a plan this week to reward fashion magazines and designers who hire healthy-weight models and reject unrealistic photo retouching.

The new code of conduct seeks a major overhaul of the fashion industry in Australia, with a “tick of approval” to be awarded to magazines, modelling agencies and fashion labels that meet a list of criteria.

These include the phasing out of rapid weight loss and cosmetic surgery advertisements in magazines, and clothing labels will be asked to stock a wider range of sizes as well.

The list of criteria reads:

• Disclose when images have been retouched and refrain from enhancing photographs in a way that changes a person’s body shape, for example, lengthening their legs or trimming their waist, or removing freckles, lines and other distinguishing marks.
• Only use models aged 16 or older to model adult clothes – both on catwalks and in print.
• Refrain from using models who are very thin – or male models who are excessively muscular.
• Stocking clothing in a wide variety of sizes in shops to reflect the demand from customers.
• Using a broad range of body shapes, sizes and ethnicities in editorial and advertising.
• Not promoting rapid weight loss, cosmetic surgery, excessive exercising or any advertisements or editorial content that may promote a negative body image.

The minister hopes the Federal Government plan will help Australians better accept their bodies and be less pressured to adhere to cultural beauty ideals. Ellis added she is determined to stop the glamourisation of unhealthily thin models, which has been blamed for eating disorders in children and young women.

“Body image is an issue that we must take seriously because it is affecting the health and happiness of substantial sections of our community,” Ellis said.

“The symbol is a win for consumers. It will empower consumers to tell the fashion, beauty, media and modelling industries what they want and provide greater choice.”

The code has already received the endorsement of teenage magazine Girlfriend, and Ellis’ office is in discussions with leading modelling agencies to make a stand with her.

Australian Women’s Weekly editor-in-chief Helen McCabe said her magazine would begin identifying digitally altered photographs of celebrities, adding that readers have long voiced their preference for published images of women to be more realistic.

“As Australia’s biggest-selling magazine, I am proud to be taking a leading role in what is going to be a gradual process for the industry” she said.

We think it’s about time! Go Australia!

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