Bonds has partnered with Tourism NT to kickstart its 2024 Pride campaign - Queens on Tour - in the lead up to Mardi Gras.
The Bonds 2024 Pride collection includes seven underwear styles such as an organic chesty, trunks, hi bikini underwear, shorts, a deep v bra, kids sleep sets, and ‘zippy wondersuits’ priced from $18 to $35.
The campaign features Darwin local drag queen personalities Miss Ellaneous and Marzi Panne, alongside Arrernte drag artist and producer Stone Turner, proud Narrunga and Ngarrindjeri man Josh Brown, trans Māori model Kye Hollingsworth and Alice Springs nurse Rahni Armstrong.
The creative was shot in the Northern Territory by James Giles, with imagery and videography now live across Bonds’ social channels and website.
Speaking on the partnership, Bonds marketing manager Kedda Ghazarian said the creative concept was co-created with Tourism NT.
“We’ve loved every minute of this partnership, including the opportunity to work with the talented First Nations creatives and crew at Going North, and capture our new collection against the iconic sun-drenched Red Centre of Australia,” Ghazarian said.
“Pride is a great way to sum up our feels towards this partnership, the work, our awesome product range, and most of all, the people we've worked with along the way.
“As an iconic Aussie brand worn by people living in all corners of Australia, we didn’t hesitate to partner together when the Tourism NT team came to us with the bones of a great idea.”