Times are changing, and so is our underwear. New Bonds Originals aims to rewrite the rules that dictates how a woman ought to look and feel in her underwear. Because in our opinion, all women are queens and deserve to be treated like royalty. So, we made undies to comfortably fit her. We made undies fit for a queen.
Questioning the traditional notions of femininity and beauty, our latest TV ad takes those outdated gender stereotypes and smashes them, quite literally, with an axe!
Lumber Jack? Why not Lumber Jane?
Spiders? What of 'em?
Body hair? Hell, yeah!
Led by an all-female cast and produced by an all-female team, 'Join the Queendom' was directed by Gracie Otto, a brilliantly talented award-winning Aussie babe, who also directed our debut Originals underwear campaign, shot on location in Coober Pedy. This time round, it was the breathaking landscape of the Blue Mountains in New South Wales, which provided the rich backdrop for our queens to reign supreme.
The latest collection features a brand new nostalgia-inspired palette of shades, including desert pastels and bold '90s hues, along with all your favourite staple basic colours (because you can never have too many of those). It also introduces some exciting new Originals shapes into the mix including - a Gee, a Boyfit brief and a Contour Triangle Crop - a wirefree design that offers soft sueded cups for a little extra shape and support.
Then there is the Tanga, our homage to the underwear style made famous in the '90s. With cut-out side strings for a cheeky shape, this super high-cut design is the ultimate leg lengthener. Hello mega stems!
For far too long, women's undies have generally fallen into two camps: functional basics or sexy lingerie. Fortunately, the tide seems to be shifting and, here at Bonds, Originals answers the call for comfort and style. At its core, the range is crafted from Home Grown™ cotton, a sustainably-sourced premium cotton, lovingly farmed in Australia. It also incorporates Lenzing Modal, a super soft fibre made from beechwood trees, which naturally propagate. In other words, Originals is gentle on both you, and the environment.
We've poured our hearts into creating a range that women can not only feel good in but powerful too. To truly own what you have and to rock it. Originals is all about reframing the subject of women's underwear. Because if you're going to do one thing well, make sure it's your underwear. We hope you love it as much as we loved making it for you.