Role models in ads is exactly what we want to see from today's brands

May 18, 2015 at 5:45 p.m. ET
Image: Panache Lingerie/Facebook

Forget supermodels — lingerie brand Panache has used role models for its latest ad campaign. "Modelled By Role Models" features six inspirational women looking spectacular in Panache undies.

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Photo credit: Panache/Instagram

Amongst the new faces of Panache is sports therapist Amy Hughes, who ran 53 marathons in 53 cities on 53 consecutive days last year (breaking the world record and raising a huge amount for charity in the process). Joining her is Rachel Elliott, a senior nurse and volunteer in an Ebola treatment centre in Sierra Leone, and singer and TV presenter Mica Paris, who is also a patron of the "No Means No" campaign against the abuse of women.

More: 53 marathons in 53 days: One girl's incredible running challenge

Then there's Martyna Kaczmarek, who launched the "Day in the Life" charity, which hosts blood drives in Polish schools and sports stadiums. The campaign also features Hannah Cockcroft from the Great Britain Paralympic development team and successful model Marquita Pring.

Yes, Pring is a "real" model — insofar as she has walked the catwalk for Jean Paul Gaultier, fronted a Levi's campaign and graced the pages of Italian Vogue — but she also co-founded ALDA, the positive body image group representing beauty in all its forms and mentoring young girls to be confident in their bodies, and a passionate advocate of "beauty beyond size."

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Video credit: PanacheLingerie/YouTube

"Each of these extraordinary women was chosen for their individual strengths, achievements and contributions to society as well as their healthy approach to body image," said Panache. "We want to celebrate both the beauty of women's bodies as well as the wonder of their success, championing the next generation of female role models and hoping to inspire others."

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