The role model is the new model.
That’s what Panache is pushing in its new digital campaign titled “Modeled By Role Models,” which will be released today.
The lingerie and swimwear brand for D+ cups will highlight six women: Marquita Pring, a plus-size model; Rachel Elliott, a nurse at the Royal London Hospital; Amy Hughes, a sports therapist from England; Mica Paris, a singer from the U.K.; Hannah Cockroft; a British wheelchair racer; and Martyna Kaczmarek, founder of Poland’s “Day of Life Campaign,” which promotes blood, bone marrow and posthumous organ donation.
“In our research we found that most young women don’t feel like they have female role models,” said Kay-Lin Richardson, director of sales at Panache.
The campaign will feature photos of the role models and videos of the women speaking about their experiences and self-acceptance. It will be posted on a dedicated Web site, Modeledbyrolemodels.com, which will drive customers to Panache retailer partners, and placed on social media platforms. Panache is encouraging shoppers to use the hashtag #MyRoleModel to highlight inspiring women in their own lives.
This is the first campaign for the family owned British-based company, which was founded in 1982 and opened a New York City office in 2002. The business underwent a brand revamp two years ago.