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Transgender model fronts Australian lingerie campaign

by on March 8, 2019 in Best advertising story, featured item, Latest News, Lead Article, News you can use, Nuggets, Retail, Retail News

Transgender model fronts Australian lingerie campaign

Australian fashion retailer Bonds has launched its latest intimates collection that champions diverse bodies and people who identify as women.

Set to launch across Australia, the campaign promoting the ‘Intimately’ collection aims to encourage bold millennials who are not afraid to define themselves. It also emphasizes that beauty comes in all shapes and forms.

The ad is fronted by transgender model Andreja Peijic, whose positive influence has impacted the fashion world. Peijic will join other diverse women like New Zealand-born model Maia Cotton, diversity advocate Shanaya Peters and model Madeleine Hunt.

The campaign video also embraces female diversity, and encourages women to feel confident about themselves inside and out.

Emily Small

Bonds marketing manager Emily Small said the campaign expressed the brand’s ethos—that it is for every Australian woman.

The ‘Intimately’ series celebrates the real, authentic beauty of women, and challenges beauty stereotypes portrayed by the media.

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