Lingerie giant Panache has caused quite a storm with the launch of it’s latest advertising campaign. The ‘Modelled By Role Models’ campaign has shunned the idea of using supermodels to front it’s amazing undies and opted to use six inspiring real women instead.
Each model was chosen for their individual beliefs, strengths and contributions to society – as well, of course, for their healthy approach to body image.
This inspiring movement joins a number of other recent positive body image campaigns, suggesting that 2015 may well be the year of serious change in the fashion industry.
Lane Bryant’s ‘#ImNoAngel’ campaign was wildly succesful earlier this year. The brand used real women with real bodies to sell their underwear in a protest against Victoria’s Secret’s ‘The Perfect Body’ ad.
Add to this, the removal of Protein World’s “Are You Beach Body Ready?” campaign after an outcry of complaints and crticism from a disgusted public. Other movement’s like Always’ ‘Like A Girl’ campaign and ‘This Girl Can’ are further female empowerment moments we’ve happily witnessed in the last year.
And when it comes to Panache, it’s not just about real models, but role models. From a Paralympic athlete to an organ donation campaigner, meet the new gaggle of girls who will be inspiring you for years to come.
Rachel Elliott – A Senior Nurse and volunteer in an Ebola treatment centre in Sierra Leone.
Mica Paris – British singer and TV presenter who is also the patron of a number of charities, including the ‘No Means No’ campaign, a movement against the abuse of women.
Amy Hughes – A Sports Therapist who works to raise awareness of how to lead a healthier lifestyle. She also ran 53 marathons in 53 cities in 53 days, which is really quite impressive…
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Martyna Kaczmarek – Launched the ‘Day In The Life’ charity – which hosts blood drives in schools and sports stadiums across Poland.
Marquita Pring – As well as being a succesful model – she has walked for Jean Paul Gaultier, fronted a Levi’s campaign and been shot by Steven Meisel for Italian Vogue – she co-founded ALDA, the positive body image group which represents all kinds of beauty.
Hannah Cockcroft – A member of the Great Britain Paralympic development team and has even earned herself an MBE for her services to athletics.
So there you have it, yet another seriously inspiring campaign featuring real women! Wahoo, what a reason to celebrate!
By Amy de Klerk