(Filed Under wholesale Lingerie News). Panache, the UK-based lingerie firm, launched an advertising campaign, “Modeled by Role Models,” that features six women who reveal their admirable life accomplishments and promote their causes while wearing underwear.
Panache makes “D plus lingerie,” including some bras up to K cup. And for this campaign has chosen to use larger or non-traditional models — as have so many other lingerie producers recently. Stated the firm, “In an industry saturated by women who are admired for their physical attributes, Panache’s new campaign looks to expand the notion of beauty by celebrating women who are making an impact in different ways.”
The Panache advertising invites comparison to the promotions from Lane Bryant, launched in April, for its Cacique plus size lingerie line. Images in that advertising featured six plus size models in lingerie. And in much the same way that the Panache campaign turns on forcing the re-examination of a word, in this case “model” (as in role model), the Cacique “I’m No Angel” campaign uses the word “angel” to tweak Victoria’s Secret about its winged runway models and the vast difference between them and the body types of most of its customers.
Lane Bryant loftily declared it had elevated its advertising to the status of a “movement,” adding it is seeking to redefine “society’s traditional notion of sexy with a powerful core message: ALL women are sexy.” Conversely, Panache said for its campaign it had chosen women for “individual achievements, contributions to society and healthy approach to body image,” adding “this campaign looks to shift the perception of what being a true model really entails.”
In a somewhat ironic touch, however, the video that Panache chose to post first, on its new website, www.modeledbyrolemodels.com, featured none other than a beautiful, professional plus size model. “Hi, my name is Marquita Pring and I’m an underwear model....” it begins. She goes on to discuss the challenges she has faced in her life and career.
According to Panache, their other models include Rachel Elliott, “a nurse at the Royal London Hospital as well as a volunteer who worked in an Ebola treatment center in Sierra Leone;” Amy Hughes, a sports therapist and marathon runner from England; Mica Paris, a UK singer who “supports the “No Means No” campaign, which strengthens sexual assault prevention for women of all ages;” Hannah Cockroft, a British wheelchair racer; and Martyna Kaczmarek, “the founder of Poland’s “Day for Life Campaign,” which promotes blood, bone marrow and posthumous organ donation.”
In addition to the website, the “mix of film and images [are] running across social media platforms. The campaign will also be supported with a special hashtag, #MyRoleModel, encouraging people worldwide to speak about their own role models.”
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