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The next generation of Bonds is all about disrupters

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The next generation of Bonds is all about disrupters

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It’s been Australia’s favourite underwear brand for generations, but Bonds is targeting the next generation. In its latest campaign, the undie company has teamed up with top next-gen Aussie disrupters, and it’s breaking all the rules.

Bonds has assembled the Class of ‘22 to front the game changing range of Bloody Comfy Period Undies. Period undies have become a staple for intimacy brands, as they’re seen to be a more environmentally friendly option.

The campaign is made up of Gen-Z influencers and disrupters. Led by rapper Tkay Maidza, she is flanked by Mahalia Handley, Ayesha Madon, Dalia Melkins and Dechen Grenfell. The gang of girls and non-binary bleeders create a friendship of dreams.

Bringing back the nostalgic memories of endless days lounging, laughing and listening to music with friends. The Bonds’ Class of ‘22 brings a fresh take on normalising periods and the power of self-expression in everyday life. 

“Everyone’s period journey is different and unique to them. At Bonds, we believe one thing should always be the same, people with periods deserve to feel comfy. Our incredible Class of ’22 line-up reflects the diverse experiences of Aussies today with unapologetic confidence,” says Kedda Ghazarian, marketing manager, Bonds. 

Available in a range of BONDS much-loved undie shapes – gee, tanga, bikini, boyleg and full brief, BONDS Bloody Comfy Period Undies are washable, reusable, and kinder to the planet. 

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Liv Croagh

Liv Croagh is the Editor of Marketing Mag.

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