Lingerie brand Panache is giving women a boost with its new advertising campaign "Modeled by Role Models".
The label, which specializes in D+ cup sizes, has chosen six model ambassadors from around the world, selected for their individual achievements, contributions to society and healthy approach to body image.
They include Rachel Elliot, an Ebola nurse from London who worked as a volunteer in Sierra Leone, and Hannah Cockroft, a British wheelchair racer who specializes in sprint distances in the T34 classification and is the world record holder for T34 100M, 200M, 400M and 800M.
Singer Mica Paris, who also works as an ambassador for the Amy Winehouse Foundation and supports the "No Means No" sexual assault prevention campaign, is also on the books for the new campaign. So is sports therapist Amy Hughes, who recently broke the world record for running 53 marathons in 53 cities in 53 days around the United Kingdom.
The cast is rounded out by curvy New York model Marquita Pring, co-founder of positive body image group ALDA, and by Martyna Kaczmarek, who created Poland's "Day for Life Campaign" promoting blood, bone marrow and posthumous organ donation.
According to Panache, the campaign looks to "shift the perception of what being a true model really entails" and "expand the notion of beauty by celebrating women who are making an impact in different ways". The brand is also encouraging women to share stories about their own role models on social media by using the hashtag, #MyRoleModel.
The move follows the bold "I'm No Angel" lingerie campaign by plus-size US clothing brand Lane Bryant, released earlier this year. Featuring six shapely women and the tagline "I'm all kinds of sexy", it reminded the fashion world that beauty standards should never be reductive.
For more information on "Modeled by Role Models" see ModeledbyRoleModels.com.