Bonds has announced Tash Oakley as the face of its new Mash Up campaign, showcasing the brands new hipster range of underwear.
Oakley rose to fame in the social media world as one half of the duo A Bikini a Day, alongside her best friend and business partner Devin Brugman. The pair have since forged a successful career spent globe-trotting in their favourite swimwear, while managing their businesses A Bikini a Day, Monday Swimwear and Monday Active.
This time Oakley shines as the face of Bonds’s new underwear campaign, following in the footsteps of a long list of esteemed Bonds girls including Miranda Kerr, Ruby Rose and Kelly Gale.
“We signed Natasha Oakley as our new underwear model as we love her energetic attitude and she sheds a positive light on body confidence and self-acceptance.” said Emily Small from Bonds. Bonds believe Tash has really carved a niche as a role model for healthy bodies and positive attitudes through her blog and Instagram.
As social media continues to be a strong driving force in the way consumers make their purchasing decisions, aligning with influencers like Oakley allows Bonds to tap into and talk directly to their target demographic for the range. Extending their reach beyond print and social, the alignment allows Bonds to wield Oakley’s influence on social media and engage with her following.
Bonds’ new Mash Up range is a collection of fun, printed Hipster underwear that encourages customers to mix and match and customise their look. The range is full of colourful prints and bold colours, which can be worn together or mix and matched to create a personalised look. The Mash Up Hipster underwear collection launches on bonds.com.au and in-stores this week.