Australian innerwear brand Bonds has signed on global supermodel Elle Macpherson to front a campaign promoting the brand’s new underwear range, Bases Flex.
The campaign, called ‘Let’s Talk About Flex’, focuses on authenticity, with Macpherson joined by Australian models Shanina Shaik and Jennifer Atilémile.
It follows recent campaign features by Elle for other fashion brands, including for The Upside last year and a return to Melbourne Fashion Festival the year before.
Bonds’ new range features 96 different SKUs, including bodysuits, bralettes, gees, bikinis and crops. Sizes range from 8 to 20, with prices range from $16.99 to $49.99.
“Bases Flex is more than just comfy undies, it’s about moving freely, feeling good from within, and celebrating yourself exactly as you are,” Bonds head of marketing Kedda Ghazarian said. “And who better to talk about flex than the OG Aussie supermodel herself? We couldn’t be more excited to partner with Elle and such incredible Australian women who embody strength, style and self-assurance.”
Macpherson added that being flex has been part of her career and life journey from the start. “Flexing in my knickers for this Bonds campaign really resonated with me, and felt like something to truly celebrate,” she said.
As well as her supermodel career, Macpherson also founded Welle Co, a beauty and supplements brand, and has her own line of lingerie.