Victoria Keon-Cohen has spent the last ten years working as a fashion model and knows both the highs and lows of the job. “I hated modelling for a long time because of the isolation. I was constantly gritting my teeth to get through the day. The industry is a far cry from what it was in the 1980s; there is now an oversupply of labour, and models are seen as disposable.”

Victoria describes the difficulties of the profession: “I was working in Milan and felt like I was a dog in the gutter half the time. I spent four hours every night in the gym just from loneliness. I had never been so unhappy in my life. The final pushing point came when I had a serious conflict with my agency, so I left.” After quitting the profession she moved back to London to study. Whilst there she met with Dunja Knezevic, a fellow model and friend, and they talked about their dissatisfaction at the industry.

“We exchanged stories of frustration. We’d both had great experiences as well but the inconsistencies were intolerable. One day a girl was dancing in the park for money to get a motel because her agency refuses to advance [money for] their own flat, the next day she’s in a luxurious villa in Spain” said Victoria.

Their conversation led them to consult Equity, the union for performers in the entertainment industry, and ask them to allow models to join. Towards the end of 2007 they succeeded in their request and the Equity Models Committee was formed.

One of the Committee’s biggest successes occurred last year when Equity, working alongside the British Fashion Council (BFC) as part of the Model Programme, introduced the first ever catwalk contract for London Fashion Week, setting out minimum rates of pay, private changing areas, breaks and refreshments. It also included a clause stating that nudity or semi-nudity must be agreed in advance, helping younger and more vulnerable models avoid being pressured into agreeing work that makes them uncomfortable.

This year Victoria, Dunja and the rest of the committee are focusing on a campaign called London Promotes in association with the BFC and the Model Programme. The campaign will include a viral video due to be shown on fashion blogs, social networking sites and both the BFC and Equity websites. The name highlights the important aspects of the campaign:

Privacy: care and backstage code of conduct.

Rates: ensures payment at least equal to the Model Programme recommended minimums.

Opportunities: for models to obtain prestigious British and international campaigns.

Model Programme: an alliance of the AMA, BFC and the Greater London Authority (GLA) working together for models’ welfare.

Of Age: Only models over 16 walking on the London Fashion Week catwalks.

Terms: conditions of employment covered by the Model Programme’s minimum terms.

Equity: joining the Union for models offers the right to Union protection.

Sanctuary: The Models Sanctuary provides a safe haven for models working during London Fashion Week.

One of the key benefits of union representation for models is legal support in case of any dispute with an agency or client, as well as facial insurance in case of accident. Dunja gives this advice to models starting out in the industry: “Join the union before you have an issue at work because Equity cannot help with any problems you may have had before becoming a member.”

She goes to give a realistic view of the job: “It’s nothing like what you would expect so treat it as the serious business that it is. Forget the glamour and exorbitant cheques. But expect an incredible experience of travel and making connections that you never would have made otherwise.”

This latest campaign looks set to change the fashion industry for the better once again at London Fashion Week. As Victoria explains, “London Promotes is looking to the future for an industry built on respect and support, with opportunities and a strong network of collaboration between Equity, the Models Programme and the Mayor’s office [GLA]. It’s a massive turning point for an industry where no one is just out for themselves anymore; it acknowledges that we have to work together for a stronger workplace for us all.”

Alexa Brown is an actress and model and a member of the Equity Model’s Committee. www.alexabrown.co.uk

This article was previously published in the September issue of Style Capital magazine.