Bonds has a powerful new weapon to target customers - and she's so fancy.
The iconic Australian brand has enlisted rapper Iggy Azalea to join their centennial campaign BONDS100.
Australian-born Azalea will be the face of the brand splashed across outdoor billboards, shopper lites at POS and across online in mid May.
The rapper said she has been a firm fan of Bonds hoodies and underwear since she grew up in Australia.
Bonds group marketing manager Tanya Deans is ecstatic to add another big name to list of celebrities endorsing the brand.
“Iggy is completely original. She’s a style chameleon who’s never afraid to be true to herself, she has enviable body confidence, making her a great role model for all women and the perfect fit for Bonds.”
BONDS100 has also been fronted by other Australian celebrities who have achieved international success such as Ruby Rose and Miranda Kerr.
The brand has set out to revamp its basics range in line with the 100 year celebrations, with an offering of mixing black and white basics and locally inspired, original floral prints.
Unique tropical and Australian wildflowers will also feature in the new collections as a tribute to Bonds' heritage.
The season pre release will be available in Bonds stores and Myer from May with a wider range set to drop in July.