Last night saw the unveiling of Panache’s digital campaign, Modelled by Role Models, featuring six women chosen for their individual strengths, achievements and healthy approach to body image.
Introducing the models during a presentation at London’s Princess Anne Theatre, the home of BAFTA, the British brand said it aims to challenge the statistic that 75% of women had few or no role models.
In an industry so focused on image, Panache said it “felt compelled” to contribute to a shift in perception by asking the question – What if we championed the next generation of role models?
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Featuring world-renowned model Marquita Pring, sports therapist Amy Hughes, British T34 Paralympic wheelchair racer Hannah Cockcroft, senior nurse Rachel Elliott, British singer Mica Paris and blood and organ donation campaigner Martyna Kaczmarek, the campaign will be communicated through a mix of film and imagery running across popular social media platforms.
"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. I am extremely proud of the results,” said Panache head of marketing Jennie Bianco.