Panache is building on its Modeled by Role Models campaign concept.

In 2015 the lingerie and swimwear brand, which specializes in D-plus cup sizes, highlighted six female role models to appear in its ad campaign. This year the company is asking customers to nominate women for the marketing effort.

“Last year, our ‘Modeled by Role Models’ campaign made a big splash across digital, retail and social outlets, and we’re looking to continue those efforts this season to bring inspirational women to the forefront of fashion,” said Kay-Lin Richardson, sales director at Panache.

Starting Tuesday, which is International Women’s Day, and running through April 3, Panache will accept nominations for female role models from around the world. Customers can submit their nominations online and Panache will select a list of 15 finalists. The public and a judging panel will vote to determine the final six role models who will participate in a photo shoot in London in May. The campaign will be released in September.

Last year’s role models included Marquita Pring, a plus-size model; Rachel Elliot, a nurse at the Royal London Hospital; Amy Hughes, a sports therapist from England; singer Mica Paris; 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.

This initiative aligns with a body acceptance trend that’s swirling through the intimate apparel industry. Brands at the CurveNY trade show pushed comfort over sexy and Aerie recently featured the British-born Iskra Lawrence, a National Eating Disorder Association advocate, as its #AerieReal Role Model.

“It’s important to us that we’re featuring women who have inspirational achievements, contributions to society,” Richardson said. “Panache wants to shift the perception of a ‘fashion model’ and celebrate women who are making a difference in the world.”