Bonds has launched a new campaign aimed at challenging traditional conventions of beauty.
'All The Feels' features a diverse lineup, fronted by transgender model Andreja Pejic.
This marks Andreja’s first Australian underwear campaign.
The campaign is also fronted by New Zealand-born Maia Cotton, diversity advocate and model Shanaya Peters and Madeleine Hunt.
Bonds marketing manager Emily Small said the campaign encapsulates the company's ethos.
“Bonds is for every Australian woman.
"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.”
The Intimately Bonds campaign launched March 4 and is now live in-store, POS, online and digital.