Bonds has joined forces with Gen Z celebrities and influencers for its latest Icons underwear range.
The lineup includes 19-year-old Olympic gold-medal winning skateboarder Keegan Palmer, musician and TikTok influencer Mia Rodriguez, celebrity choreographer Lance Savali and sister DJ duo Kinder.
This is the latest media collaboration for the brand, following a Rolling Stone partnership in August and a spot in Ru Paul’s Drag Race Down Under this season.
“Our new Icons range is an exciting reimagination of our classic styles, with bold cuts and fierce patterns that take them to the next iconic level,” Bonds marketing manager Kedda Ghazarian said. "We want Icons to be a rallying cry for people across Australia to embrace their ‘Big Icon Energy’.”
Bonds has teamed with Taiwanese bubble tea chain Gong Cha as part of the release. The chain will produce a range of 'Big Icon Energy' drinks in November.
The new Icons range is produced from Australian cotton and sold through Bonds online, in store and through its stockists.