This week Panache has launched their 2015 campaign, ’Modelled by role models’. Since completing my dissertation on the UK lingerie market I have become increasingly interested in this particular sector. Panache is an established lingerie brand which has been around for over 30 years. For this campaign six highly successful women from the world of medicine, sport and charity were selected to model the 2015 Panache lingerie collection. The aim of the campaign is to attempt to break the industry standard of using image alone to sell products. I found this particularly interesting as throughout my dissertation, research highlighted that the lingerie market is fuelled by the influence of sex and often the media plays a key role within this.
The brands Head of Marketing Jennie Bianco explains “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”.
Not only are each of the ladies who feature in this campaign, hard working and successful contributing to society in a positive way they also look amazing. I think this is a really effective campaign which sends out a positive message especially within the society we live in now. Panache have really hit the nail on the head with this one.
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