Lingerie brand, Panache, celebrates “real” female role models in new 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 breaks 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.”

Martyna Kaczmarek

The ‘Day in the Life’ campaign was launched after Martyna Kaczmarek decided to donate blood on her 18th birthday at a regional blood centre in Poland. Martyna initiated the idea of organising blood drives at her own school. The first blood drive was a huge success and the ‘Day in the Life’ campaign was born. It is now a registered charity hosting blood drives in schools and sports stadiums across Poland.

Marquita Pring

World-renowned model Marquita Pring has been in the modelling world since she was 15. She has been photographed for Vogue Italia by Steven Meisel, walked at Jean Paul Gaultier’s catwalk show in Paris and fronted a Levi’s advertising campaign to name but a few.

Marquita co-founded ALDA, the positive body image group that represents beauty without divisions, boundaries or sizes.

Hannah Cockcroft 

Hannah Cockcroft MBE, is on the Great Britain paralympic development team. Born in July 1992, Hannah suffered two cardiac arrests, which resulted in damage to two areas of her brain and left her with deformity to her legs and feet and weakened hips. Not letting this dampen her spirit Hannah started her sporting career on both the paralympic basketball and discus teams before moving on to solely concentrate on wheelchair racing in her early teens.

In 2010, Hannah broke her first world record in the T34 400m and now holds the world records at T34 100m, 200m, 400m and 800m.  In June 2010, she broke seven world records in eight days, at the same time as becoming prom queen, completing her A-Level exams and competing in her first ever-international overseas competition.

In 2011, Hannah was nominated for the IPC World Athletics Championships, held in New Zealand.

Her senior debut on the Great Britain team saw her bring home two gold medals and earn the nickname Hurricane Hannah. She went on to be awarded an MBE for services to athletics in 2013 and win the IPC European Champion T34 100m Gold & T34 800m Gold in 2014.

Rachel Elliott

“It was a no-brainer really,” says Rachel Elliott, a senior nurse of her volunteer work in an Ebola treatment centre in Sierra Leone. “I had skills I could do something with. Why did all of us come into medicine?”  Rachel signed up as soon as she saw the appeal for volunteers.

At home, Rachel works at Royal London hospital in the largest trauma centre in Europe, where the 7/7 bombing victims were taken for emergency care. Rachel is not only an incredible nurse but her selfless attitude and drive to help others is completely inspirational.

Mica Paris

British singer and presenter, Mica Paris grew up singing in her grandparent’s church before becoming a backup singer at the young age of 17.  In the early 1990s she released her platinum selling album ‘Contribution’, and went on to release two other albums, and take part in West End shows Mama I Want to Sing and Sweet Lorraine.

Although she remained behind her microphone, in 2002 Mica tried her hand in presenting and hosted the TV programme ‘Soul Solutions’ before writing her book ‘Beautiful Within: Finding Happiness and Confidence in Your own Skin’.

Mica Paris is a patron of many charities including the Space for Music Foundation and the Amy Winehouse Foundation, along with supporting the ‘No means no’ campaign, a movement against the abuse of women.

Amy Hughes 

A sports therapist from Somerset, Amy Hughes’s aim was to raise awareness and motivate people to become more active and lead a healthier lifestyle. In 2013, Amy broke the women’s world record, running 17 consecutive marathons in Texas. Amy most recently broke the world record for running 53 marathons in 53 cities in 53 days around the UK.

“I think it is important that young people, especially girls, can see that keeping fit is cool and fun. If you want to make a difference, you’ve got to do something crazy. I feel really passionately about keeping fit and active, so intend to inspire the nation, especially young people,” says Amy.

Amy also raises money for the Isabelle Lottie Foundation, which raises awareness of early detection of brain tumours in children and young adults.