Bonds has secured a brand partnership for the return of RuPaul's Drag Race Down Under.
The underwear partnership will be for the second season of the Australian/New Zealand production.
As part of the deal, the TV franchise will see Bonds underwear appear on the signature Drag Race Pit Crew.
Bonds marketing manager Kedda Ghazarian confirmed the exclusive arrangement for the full season.
“We couldn’t be more excited to partner with RuPaul’s Drag Race Down Under for their upcoming season.
"As the official underwear sponsor, we’ll be keeping all the queens and Pit Crew extra comfy on and off the stage with Bonds undies."
The partnership follows Bonds' recent UnGenderwear Project, a multi-year initiative focused on breaking down gender norms and stereotypes in the fashion industry.
Launched for this year's Pride, the project included the appointment of an advocate panel featuring a group of diverse, LGBTQIA+ Aussies.
The panel includes fashion commentator and activist Deni Todorovic (they/them), creator and DJ Kath Ebbs (they/she), poet and model Nyaluak Leth (she/her), and Minus18 youth advocate Adrian Murdoch (he/they).
In addition to sharing their stories on brand channels, they will also provide insights, input, and advice in support of the Project’s goals.
These include undertaking a comprehensive audit of all gendered terms used across product, packaging and review any deemed non-inclusive by 2025.
They also include delivering a genderless shopping experience in Bonds owned channels by 2023 and conducting a nationwide consumer study by 2023.