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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