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The eye-opening new lingerie campaign rewriting the rule book on models

panache eliza.jpg

The type of inspiration we usually get from lingerie campaigns generally starts and ends with one notably underwhelming thought: “Maybe I should buy a matching set one of these days”. Then we don’t.

Now underwear brand Panache is hoping to go beyond the bra and “highlight the beauty within” with its latest campaign shots, featuring women nominated by the public as role models.


Read more: Lena Dunham and Jemima Kirke star in beautiful unretouched underwear ad


From 7,000 entries, six women were chosen for their inspirational stories and remarkable achievements, from a model who promotes body positivity to a campaigner who founded an anti-knife crime organisation at the age of just 14.

Sylwia Błach panache

Sylwia Błach is an author and software programmer from Poland

One of the stars, Sylwia Błach (above) is an author and software programmer from Poland who promotes positive images of disabled women through blogging about fashion, style and living with spinal muscular atrophy, as well as working with an agency for disabled models, while Danish aid worker Anja Lovén moved to Nigeria to run a home for children who’ve been accused by witchcraft and subsequently abandoned by their families.

Elly May, from Canada, is a cancer survivor and plus-size model who continued to model throughout gruelling treatment, while the UK’s Jayne Hurditch set up two children’s charities focusing on special needs following the loss of her two daughters. 

Eliza Rebeiro panache

Eliza Rebeiro is an anti-knife and gang crime campaigner

Eliza Rebeiro (pictured above) was chosen for her prolific work highlighting the issues of gang culture and knife crime in the UK, and Emily Findlay has raised thousands of pounds for cancer charities while coping with years of surgery and treatment for neuroblastoma – hoping that showing her many scars will encourage others to be more positive about their own bodies.


Read more: Finally, a nude lingerie collection for all shades of woman


Victoria Sargeson, head of marketing at Sheffield-based Panache, says: “We're looking to shift the perception of what a fashion model entails.

“Our Modelled by Role Models campaign celebrates achievements and contributions, looking to highlight the beauty within.”

The women’s stories are told on Panache’s website, modelledbyrolemodels.com, while the brand – which caters for cup sizes D and above – is using the hashtag #MyRoleModel on Twitter to ask others to discuss who inspires them.

Images: Panache

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