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It’s so hot that no-one is wearing clothes – well just their Bonds underwear

by on February 19, 2018 in Latest News, Lead Article, News you can use, Nuggets, Retail, Videos

It’s so hot that no-one is wearing clothes – well just their Bonds underwear

Here is a bonus article and video which to lift that UK February grey feeling.

Let’s repair to the Aussie outback where it’s so hot that no-one is wearing clothes – well just their Bonds underwear….editor


Iconic Australian underwear brand Bonds is upping the fashion stakes with a bold campaign for its new Bonds Originals range. The brand aims to position the range as a fashion forward collection and has enlisted fashion directors and photographers to help create a fashion brand with a sense of humour.

The campaign will run across TV, outdoor, social and digital platforms.

The campaign revisits the old tagline ‘Gotta be Bonds’. “The products are modern, Aussie designed essentials”, says Bonds marketing manager Michelle Taylor, “and with the name Originals, this launch felt like the perfect time to bring back our original tagline and breathe some new life into it.”

Directed by Gracie Otto, the film tells the story of a smaill desert town where it’s too hot for anyone to wear clothes.

A fashion director, photographer, and a plane full of crew were taken to Coober Pedy in South Australia, where many residents famously live underground to survive the intense heat.

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