there were big campaigns of that in Ukraine too. Conventionally attractive women in spotless military garb with full makeup and hair done posing with guns as 'brave defenders of Ukraine" nowhere near the front. I assume it’s US based PR company scheme or something because one time the US did that with a police department in Ukraine, gave them shiny sleek new cars, bright form-fitting spotless uniforms and deliberately hired a bunch of inexperienced but otherwise young and conventionally attractive men and women who would do selfies with citizens but were otherwise way out of their depth in the actual job demands in their environment. I forget the specifics but it was after some fucked up police criminal incompetence or collaboration during a spate of organized kidnappings and assaults and murders that was having people in the community drastically lose faith in the government. it was a US-financed campaign after to basically hire models to be a visible sales pitch to not hate the cops.