Bonds has enlisted Elvis Presley's grand daughter, Riley Keough, as the new face of its Summer 2013 campaign.
Keough, who is also a model and actress, is the first international celebrity to front a campaign for the local apparel brand. She will appear in a range of out-of-home, print and online executions trumping the Bonds' new Lacies underwear range.
It launches 18 August and will run for four weeks, excluding online, where it will feature for the broader summer season.
Bonds design director Jane Newman said: “At 24 years old, Riley is the perfect Bonds girl; a well known personality, with a promising Hollywood career, great personal style and attitude to match. More importantly, she connected with the brand and our product, felt comfortable in the new Bonds Lacies Brief and Bras. She is definitely our girl for summer."
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