Set up by the British Fashion Model Agents Association (BFMAA) and spearheaded by Caroline Rush (who is the chief executive of the British Fashion Council), the agency aims to elevate the standards in the way models are treated when working.
Rush issued a statement saying that the #metoo campaign helped highlight the issues that exist in the fashion industry.
Thus, “there is no better time for the industry to work together to stamp out any form of maltreatment or abuse,” added Rush.
A committee of people will review any complaints made, after which the model would be advised on the best course of action to take.
Though it will only be staffed during working hours, models will be able to reach out on evenings and weekends during London Fashion Week.
If a model has been assaulted, they’d be advised to go to the police.
The helpline is: 020 7759 1996.