It’s not often that lingerie brands do clever things that aren’t degrading in some way. But Panache, a British brand the sells beautiful lingerie, has created a clever campaign that’s fueled by strong women who are role models rather than just, you know, models.

According to the Huffington Post, the main ad (below) features Marquita Pring, an underwear model who also happens to be one of the five co-founders of ALDA, “a coalition that works to change standards of beauty in the fashion industry and for young women across the country.”

The ad’s message is that she’s more than a model — she’s a role model, too. The entire ad campaign called “Modeled by Role Models” features five other women who have some pretty remarkable achievements under their belts. Check out the main ad below and see some of the other ads here.

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“Happy is not a dress size” – that’s exactly what ALDA, a collective formed by 5 gorgeous and inspiring plus-size models,  believes.

ALDA (which means wave in Icelandic) represents “beauty overall — without divisions, boundaries, and most of all, IN ALL SIZES.” The group aims to challenge industry standards and empower women throughout the world via awareness campaigns, messaging and charitable events that re-define the concept of a sexy and beautiful woman.

The collective was formed last summer in response to the mogul modeling agency Ford Models shutting down its plus-size division. ALDA was founded by Inga Eiriksdotter, who suddenly found herself without an agency, alongside fellow plus-size models Ashley Graham, Julie Henderson, Danielle Redman, and Marquita Pring. The collective was soon signed by IMG Models, and is now considered to be ahead of the curve by embracing the curves of healthy, stunning and vibrant women.

As founder of ALDA, Inga Eiriksdotter says,”I never really understood that gap between being a curvier model and a straight-size model; it didn’t really make any sense to me. As a group, I thought we’d have more leveraging power…to help push the limits in the fashion industry…I think women want to see more women they can relate to; they don’t want to see everything as Photoshopped.”

BUST Magazine, a publication featuring powerful and inspirational women, covered the ALDA collective in an article and fashion spread where the models smoked it in swimwear and activewear. In the article they shared their views on how their position attributed to the acceptance of diversity in the fashion industry.

Although the collective represents the industry’s concept of plus-size models, it in no way is attempting to compare and judge different body types, but simply embrace the differences and the beauty of those differences in all of us. Even if we don’t realize it, we are all influenced by the fashion industry, especially as women. It is only in our best interest and the interest of those around to ignore body image standards and aim instead to lead healthy, effective and experience rich lives.

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Images: ALDA

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