While the criteria for casting a lingerie model aretypically restricted to appearances, Panache is tearing up the rule book by featuringwomen based on their personalities and achievements – and we love them for it.
Following on from the success of its "Modelled by RoleModels" campaign in 2015, the brand launched a competition to find thestars of its new campaign, asking members of the public to nominate their rolemodels and women who inspire them.
Elly Mayday promotes body confidence and positivity
Some 7,000 women were nominated, which the brand whittled downto a shortlist of 14 women. Then, the public voted for the final six women tofront the 2016 campaign.
Among them is plus size model Elly Mayday, who promotes bodyconfidence and positivity following her battle with Ovarian cancer three yearsago.
Emily Findlay has also survived cancer
Emily Findlay has also survived cancer, and uses her personalexperience to support children, parents and families going through similar challengeswhile fundraising to improve services to cancer patients.
Joining the line-up is Anja Loven, a Danish aid worker whogave up everything she owned to move to Nigeria and launch the AfricanChildren's Aid Education and Development Foundation.
Anja Loven also stars in the campaign
Then there's Eliza Rebeiro, who has run the 'Lives Not Knives'organisation since she was just 14, helping 10,000 young people in South Londonby educating them in the effects of knife and gang crime.
Blogger and author Sylwia Black was selected for her workwith Butterfly Agency, which enables women with or without disabilities toshowcase and celebrate their beauty regardless of their size, body shape orillness.
Eliza Rebeiro has run the 'Lives Not Knives' organisation since she was 14
Last but not least is Jayne Hurditch, the co-founder ofAmy's House, a charity that helps parents and carers with disabled children byoffering weekend respite with fully qualified staff.
What do you think of the campaign?