Bonds says it's the first Australian underwear brand to place a transgender model at the centre of its campaign, with Andreja Pejic fronting its new All the Feels which aims to challenge beauty conventions.
The work, created by Arc Factory, launched this week across digital, online and in-stores and includes a 15-second spot featuring Pejic alongside other women flaunting their naturally curvy bodies.
Bonds marketing manager Emily Small said the brand wanted to champion body positivity and celebrate the modern women for its new collection Bonds Intimately.
“Taking a strong and feminine stance on Intimates, All The Feels celebrates the real, raw, up-front beauty of the modern woman,” Small said.
“We think it’s important to challenge what we see in the media with a more authentic reflection of beauty and hope to grow people's visual vocabulary.”
It’s the first Australian campaign Pejic has been involved in and coincides with International Women’s Day.
While Pejic has found international fame, working for names such as John Galliano and Marc Jacobs, it’s the first time the Australian model has fronted an Australian campaign.
"When I think of underwear I think of feminine hip bones, of dancing around before a shower, 1960s Marilyn Monroe beach photos, being topless in the summer heat and for some reason toned butt cheeks with goose bumps all over them," Pejic said.
"Wearing my underwear and nothing else to me represents a level of comfort with my own body that took me about 24 years to achieve. Every time I do it I am reminded that anything is possible."
The campaign includes a diverse line-up such as diversity advocate and model Shanaya Peters and New-Zealand-born Victoria Secrets model Maia Cotton.
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