Two words that say so much about our brand new Bonds Originals underwear range. Crafted from super luxe-to-touch fabric, the new collection of women's and men's crops, undies, trunks and more aims to redefine soft, reimagine shape and reinvent comfort.
Shot on location in the South Australian desert town of Coober Pedy, the campaign creates a striking visual against the red dusty earth of this hot, dry landscape. Featuring both models and local residents from the unique township, the TV ad takes a tongue-in-cheek approach to Australia's sweltering temperatures by showing how sometimes the only way to beat the heat is to strip down to your undies.
Inspired by cult movies such as Mad Max, Zabriskie Point, and Priscilla: Queen of the Desert, the campaign is layered with an inimitable Aussie sense of humour, giving rise to nostalgia and memories of childhood summer holidays spent sizzling in airless cars, baking in beach tents and sweating in caravans.
"We all recognise melting ice creams, the noise of summer lawnmowers, washing drying on Hill Hoists, and the excitement of a Mr.Whippy van," says Originals' director, Gracie Otto.
"I realise now from living overseas that sometimes people don’t understand our sense of humour, but when I was talking with the agency about how my grandfather would put a wet tea towel on his head, and tie knots in it so it wouldn’t fall off, to cool himself down, they got it! Anyone who has ever spent a summer here understands that."
It was important to the Bonds design team to offer a broad range of basic underwear shapes that be easily mixed and matched. By elevating everyday iconic Bonds styles such as the bikini and the boyleg brief, they aimed to take comfort and coverage to the next level.
Clean, modern, refined lines are the DNA of Bonds Originals. Adopting a minimalistic aesthetic, they blended subtle branding with a distinct nod to the Nineties. Building on Bonds' long history, the design team have taken the core of the brand - famously comfy undies - and given it a streamlined look and fresh feel. The brief (pardon the pun!) was simple: create a collection of soft, stretchy, simple intimates that have roots in the past but are made for today.
From your basic white, black and grey to a colour palette bursting with fearlessly bold shades to create a top-to-toe look, there's an Original to suit every style preference. In terms of shape, there's a definite throwback-meets-today vibe with a range of brief and crop options, a bodysuit and trunks for him.
When it came to the finer details, for the designers it was the little things that count such as softer, smoother finishes that stretch and move easily and no-dig underbust and waistbands. Ageless, authentic, Aussie-designed, Bonds Originals were born to redefine basics.