Aussie icon Bonds has launched a brand new intimates collection and with it a ground-breaking advertising campaign.
The campaign is genuinely diverse and fronted by the stunning transgender model and activist Andreja Pejić.
Andreja, who was previously known as Andrej and one of the world's best-known androgynous models, looks incredible. And she's not the only one.
In the cutting-edge campaign Andreja is flanked by three other beautiful women.
The diverse line-up also includes New Zealand-born beauty Maia Cotton, diversity advocate and model Shanaya Peters and flame-haired model Madeleine Hunt.
The underwear collection, dubbed Bonds Intimately, is designed to 'celebrate the modern woman' say its creators. And it certainly looks that way.
Every piece features delicate lace designs that not only look gorgeous, but fit bodies of all shapes and sizes which is definitely cause for celebration.
Bonds Marketing Manager, Emily Small, says the campaign encapsulates BONDS ethos.
“BONDS is for every Australian woman," says Emily.
"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.”
And we can't agree more. Women want to wear underwear that makes them feel sexy and beautiful while also being wearable and comfortable.
And this range seems to meet both of those requirements and then some.
We're also pretty happy to see a company such as BONDS pledge to embrace female diversity in all forms. The brand is exploring how feeling good comes from the inside out and how we feel about ourselves and in our bodies and in our opinion, nothing but good can come from that.
Nice work Bonds.