A big year of milestones, underwear brand Bonds kicks off its 100th Anniversary with the search for Australia’s most adorable babies with the 10th Annual Bonds Baby Search launching across Australia from today.

Teaming up this year with ambassadors Elyse Taylor and Lee Watson, Bonds are looking for individuality and character in each and every baby. Whether they are cheeky, charming or cute, Bonds love to see their individual personalities.

Proud mums can simply upload a photo of their star bub and receive a 40% off discount code to spend on anything at Bonds.com.au when you enter.

As Bonds Baby Search is a celebration of all Australian families, Bonds are looking for 19 winners who will have the chance to appear in the Bonds Summer ‘15’ advertising campaigns.

To celebrate its centenary and Bonds will crown the first-ever Bonds Zip Wondersuit Baby of the Year!

Growing exponentially every year, Bonds received over 60,000 entries and more than 500,000 online votes in 2014 and this year, Bonds expect to unveil more beautiful babies in its tenth year.

The overwhelming response from proud and adoring Australian parents certainly makes choosing babies challenging as Bonds thinks every baby is beautiful and deserves to be a winner.