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Bonds Australia partners with Tourism NT on new pride range

Phoebe Blogg -

Inspired by an epic road trip this Mardi Gra season, Australian underwear Bonds have launched a new pride campaign in partnership with Tourism NT.

Taking consumers on a visual adventure through the infamous Red Centre to champion diversity and all the Northern Territory has to offer, the new offering by Bonds is something the Australian brand has not previously engaged in, until now.

Leading wearers on a tour through the heart of Australia, the new collection strives to showcase a different side of Australia's LGBTQIA+ community through the eyes of local Indigenous drag queen personalities, Miss Ellaneous and Marzi Panne.

"This is more than just a campaign for us; it's a testament into self-acceptance and inclusivity, set against the breathtaking backdrop of Australia's heartland," Ms Panne said.

"More than a photoshoot, it was a gathering of a diverse group of inspiring individuals who embody the spirit of being true to oneself, including voices from the LGBTQIA+ and First Nations communities."

Whilst Miss Ellaneous and Marzi Panne take centre stage in the campaign, other familiar faces with close ties to the Northern Territory also feature.

They include Arrernte drag artist and producer Stone Turner, proud Narrunga and Ngarrindjeri man Josh Brown, Māori model Kye Hollingsworth, and Alice Springs nurse Rahni Armstrong.

Bonds brand manager Edwina Moller, said Bonds is thrilled to partner with Tourism NT ahead of Australia's Mardi Gras, further shining a light on Australia's LGBTQIA+ community across the entire country.

"We are beyond excited and proud to share our Pride campaign and the uniqueness of Australia's LGBTQIA+ community across the country.

It's wonderful to partner with the Northern Territory and celebrate the Pride festivities in the lead-up to Mardi Gras, said Bonds brand manager Edwina Moller.

Narrunga and Ngarrindjeri man Josh Brown pictured with Kye Hollingsworth, posing for the new Bonds Pride collection campaign. (Image: James Giles)

Tourism NT executive director Tony Quarmby, said the choice to partner with Bonds was a decision made to further promote and champion inclusivity, the Northern Territory and Australia's true outback beauty.

"Is there an Aussie road trip more iconic than through the Red Centre? Tourism NT is proud to partner with beloved Australian brand Bonds in the lead-up to Pride season to champion inclusivity, promote our epic outback road trips and showcase that the Northern Territory is truly different in every sense," Mr Quarmby said.

Shot in the Northern Territory by photographer James Giles, the campaign is as vibrant and engaging as the personalities who feature in it.

Behind the scenes at the new Bonds Pride collection campaign shoot in the Northern Territory. (Image: James Giles)

Bonds is a brand with a proud heritage of reflecting and representing all Australians and are excited to release their limited-edition Bonds Pride range in line with the campaign. The new Bonds 2024 Pride collection features seven underwear styles including hi-bikini underwear, a deep v bra, kids sleep sets and more.

This new collaboration is a rainbow-fied twist on the brand's usual offerings.

Designed to cater to a range of body sizes and shapes, the Bonds 2024 Pride collection has been designed to make consumers feel comfortable and confident from the inside out.

The Bonds Pride collection is available online now.

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