Holler Champions Real Female Role Models in New Panache Campaign

Panache, the British family-owned lingerie brand, is launching a new campaign celebrating the achievements and beauty of inspiring female role models.

The ‘Modelled by Role Models’ campaign, created by Holler, stars six female role models, each specially chosen for their individual strengths, achievements and contributions to society as well as their healthy approach to body image. 

The Panache role models are British singer Mica Paris, renowned model Marquita Pring, sports therapist Amy Hughes, British T34 Paralympic wheelchair racer Hannah Cockcroft, senior nurse Rachel Duncombe-Anderson, and blood and organ donation campaigner Martyna Kaczmarek.

The campaign is in response to the depressing statistic that 55% of women feel there are not enough female role models. In an industry so focused on image, Panache felt compelled to contribute to a shift in perception and champion the next generation of role models for their achievements. Seeing its customers comfortable in their own skin is a key motivation behind the Panache brand.

The campaign, which broke on Tuesday, May 12th, kicks off with a launch film starring Marquita Pring, in which she talks about her career, achievements and the challenges she has overcome. 

The launch film will be accompanied by behind the scenes interviews with all six of the Panache role models on a dedicated online hub. The films will be supported by Facebook and Twitter activity, using the hashtag #myrolemodel.

Jennie Bianco, Head of Marketing at Panache, said: "As a brand, we have championed women since our beginnings 30 years ago. The campaign delivers our objectives through six aspiring women and their personal achievements and I hope this will inspire the next generation of role models and I am extremely proud of the results.” 

Will Pyne, co-founder Holler, said: “The notion of celebrating personal achievement rather that just good looks is more culturally relevant than ever. ‘Modelled by Role Models’ is a simple idea but one that resonates and one that is at the heart of a genuinely positive move by the Panache brand.”