Modelled by Role Models | Panache

Panache came to us with a challenge. Their customers didn’t really care about lingerie. They were smart, confident women whose main desire was to feel comfortable, empowered and strong. So how do you sell bras to women who aren’t that interested in them?

Our response? To focus on the incredible women who wear them.

We took a group of six diverse, inspiring role model women and made them the voice of campaign. We told their stories, highlighted their achievements, and showed how they’d conquered their careers — all while wearing Panache.

Emma’s role: Concept, Copywriting

2015 - UK, Online video and digital

Awards: Drapers Awards, Best Fashion Marketing Campaign (Shortlisted)

Press: Cosmopolitan, InStyle, HuffPost, Self, Campaign