BONDS has launched the brands most innovative intimates’ collection. Championing up-front beauty and body positivity, Bonds Intimately celebrates the modern woman.

The new campaign, via The Arc Factory, launches across Australia this week and reflects a new generation of Australian and New Zealand Millennials who define themselves in their own way. The campaign strives to challenge conventions of beauty in all forms.

The Intimately line up is led by transgender model Andreja Pejic (middle of photo below), who’s influence has been felt by men and women, tastemakers and avid followers of fashion alike. Intimately BONDS will be Andreja’s first Australian underwear campaign.

The diverse line-up of Intimately women making their mark internationally also includes New Zealand-born beauty Maia Cotton, diversity advocate and model Shanaya Peters and flame haired model Madeleine Hunt.

BONDS marketing manager, Emily Small, says the campaign encapsulates BONDS ethos, “BONDS is for every Australian woman. Taking a strong and feminine stance on Intimates, All The Feels celebrates the real, raw, up-front beauty of the modern woman. 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.”

The campaign video strengthens BONDS pledge to embrace female diversity in all forms. Exploring how feeling ‘good’ comes from the inside out and how we feel about ourselves and in our bodies. The video was creatively executed and produced by The Arc Factory and De Republica.

The Intimately Bonds campaign launched March 4 and is now live in-store, POS, online and digital.

Client: Bonds

Head of Marketing: Emily Small

Marketing Manager: Kelly McBride

Brand Manager: Kedda Ghazarian

Assistant Brand Manager: Taylah Johnson

Agency: ARC Factory

Art Director: Peter Metzner

Account Manager: Crimson Dunstan

Photographer: Nicole Bentley

Hair: Michelle McQuillan

Make up: Kelly Stratton

Stylist: Sarah Starkey

Video: De Republica

For more information please contact:

THE ARC FACTORY (02) 9332 4744