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Panache launches Role Models campaign

Charity campaigners, activists and aid workers are taking the lead in lingerie brand Panache’s new campaign. 

Panache has unveiled its inspiring new campaign, Modelled by Role Models. The lingerie brand’s campaign stars six women, nominated and voted for by the public, all of whom have achieved something inspirational, from aid work or charity campaigning. 

The promotional shots feature the winning women wearing Panache’s best-selling styles, and were taken in London in May. As well as featuring women with inspirational personalities, Panache was also keen to promote real bodies, saying “every woman can feel supported and confident by enhancing her own body shape and style.”

The campaign will run internationally in 400 independents across the UK, Ireland, France, Germany, Poland, the Netherlands, the US, Canada, Australia and the UAE. It was launched on 6 September.

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