Australian intimates retailer Bonds gave tribute to all types of women in its latest ad campaign Intimately, which was launched the week before International Women’s Day.
The company’s campaign features women of diverse size and background, including body positive advocate Shanaya Peters, who recently modelled for Rihanna’s Savage x Fenty label, and transgender model and activist Andreja Pejic.
The campaign marks the first time the brand is featuring a trans model in its lingerie shoot, a huge step for the legacy retailer which was bought as part of a wider deal by US clothing giant HanesBrand in 2016. It also marks Pejic’s first Australian lingerie shoot.
“I am ‘Bonds girl’, it’s insane — it’s not that I grew up thinking I could ever be one,” Pejic told news.com.au.
The 27-year-old Bosnian-Australian model told news.com.au that while she was previously told she would not find work in the industry in Australia, there is a noticeable shift in the country towards more inclusivity.
“They’re beginning to look underneath the package,” Pejic said.
Bonds marketing manager, Emily Small, told news.com.au that the company is aimed at “every Australian woman,” and the campaign celebrates “the real, raw, upfront 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.”
Watch the campaign video below:
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