The Association of Model Agents (AMA) found itself in the media spotlight last year after the outcry over 'size zero' models. This year the AMA has brought in the Glasshouse Partnership to help position it as responsible during and after London Fashion Week.
Agency co-founder James Thellusson said: 'After Wimbledon, everyone wants to be a tennis star. After Fashion Week, interest in modelling goes up. We'll be promoting online and off to make aspiring models and their parents aware of the positives and pitfalls of modelling.'
The Soho-based agency has already been handling press briefings and management.
It advised the AMA to set up a website to provide advice for parents and aspiring models about how to choose a reputable agent and how to stay healthy. Yasmin le Bon was interviewed for the site on what it is like to be a model and how to make the right decisions in the industry.
The agency gave AMA spokespeople media training in the run-up to Fashion Week, and has been highlighting dialogue between the AMA, eating disorder charity Beat and the British Fashion Council.