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A proposed change to New York City’s location filming rules could mean an end to lingerie promotions and magazine editorials that show models walking around the city in their underwear.

The Mayor’s Office of Media and Entertainment (MOME) announced Friday that an overhaul of the city’s permit regulations for location filming would prohibit “explicit or inappropriate dress on publicly accessible streets, parks and buildings by actors, models or other participants.”

The proposal will be submitted on Apr. 20 to the city’s economic development committee and, if approved, will be put to a vote at the Apr. 25 meeting of city council. (A full copy of the proposed changes can be found here.)

But the rule change isn’t meant to restrict public displays of lingerie, according to a city hall spokesperson. It’s all about public safety.

“The new filming permit regulation is not making any moral judgment about what is or is not appropriate dress,” MOME director Heather McClintock told Lingerie Talk in an interview yesterday.

“The regulation is intended to minimize the distracting effect, and real public safety issues, created by lingerie and underwear models walking down city sidewalks while being filmed or photographed. It has become quite a nuisance.”

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Danish label Moons & June conducted a ‘guerrilla’ street shoot in New York this year.

New York provides an urban backdrop to countless fashion marketing campaigns and editorial photoshoots, and many of them involve lingerie and underwear brands.

Earlier this year, a widely-seen street shoot by DKNY Intimates that depicted actress Emily Ratajkowski (top photo) walking her dog while dressed in a bra and lace panties attracted a large crowd and created traffic headaches while it was being filmed on a Chelsea street.

“She looked great and New York looked great and the brand profited from all the media exposure,” McClintock said. “But people have no idea how disruptive to the surrounding community that production was. It was worse than a Fast & Furious street race.”

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Aerie caused a ruckus when model Iskra Lawrence disrobed and lectured subway riders.

Other major brands have tested city hall’s patience recently. Last summer, youth brand Aerie caused a stir when model Iskra Lawrence (above) disrobed on the A train and began lecturing subway riders about body positivity, all for an Aerie video. And Victoria’s Secret endured a public backlash in August for its ‘Undress Code’ photo campaign (below) that encouraged women to wear their lingerie “on the outside” as part of typical work outfits, and featured its Angel supermodels strolling around the city.

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Victoria’s Secret’s ‘Undress Code’ campaign saw supermodels displaying street looks.

New York generates an estimated $10-billion in economic activity from film productions each year, and the city’s film office is famously liberal in what it allows to be filmed or photographed on city streets, offering free parking and police support for productions. It also waives permit fees and insurance requirements for productions that do not require the closing of streets, sidewalks or city buildings.

Between April and October last year, MOME issued 34 permits for film or photo productions involving lingerie campaigns or editorials, McClintock said. But many more productions were staged without applying for a permit, she added.

The proposed regulatory changes will require all filming activities to have a permit, even those that do not include a mandatory fee. Photographers and videographers who stage “guerrilla” photoshoots face a fine of up to $500, while violations of the proposed lingerie ban could mean fines of up to $1,000 for both the models and photographers.

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2016 street campaign from Hanro.

But the changes will not apply to street performers who disrobe in Times Square, unless they are part of a professional film production, McClintock said.

“Some New York traditions are sacred,” she noted.

Ironically, the permit changes could impact tourism, too. A recent survey on Buzzfeed called ‘10 Favorite Things Tourist Love To Do In NYC’ found that “watching lingerie street shoots” ranked #4, behind shopping, walking in Central Park and public urination.

Posted in Lingerie News

One Response to “NYC Filming Bylaw Would Put an End to Those Sexy Lingerie Street Shoots”

  1. SL says:

    Amen. The physical and emotional safety of the (100% female?) models should be paramount. To not be subjected to harassment “on the job” nor the extreme working conditions (photo above looked close to frost bite, which is not sexy in the slightest).

    Objectification of T&A needs to stop with the (100% male?) photographers.

    Precisely why panties are not sold as outterwear.
    And not 1 of those models looks remotely happy.

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