A recent marketing campaign by underwear brand Bonds has sparked controversy in Australia. The campaign featured a bearded, non-binary individual modeling a bikini, which has led to calls for a boycott of the brand. Bonds, known for its iconic Australian presence, intended to celebrate diversity with this campaign, but it has received strong disapproval from some customers.
The use of two non-binary models, who prefer the pronouns ‘they/them,’ was part of Bonds’ Pride 2024 collection. The campaign aimed to include transgender models, drag queens, and individuals identifying as gay, bisexual, and pansexual. However, the portrayal of one of the models named ‘Mikey’ sparked outrage among some customers due to their height, beard, and visible bulge beneath the bikini bottoms.
Social media platforms like Twitter and Instagram were flooded with critical comments, with users expressing their disappointment and pledging not to buy from Bonds again. Negative reviews criticizing the choice of model and feeling alienated by the campaign flooded the product listing.
Critics argued that featuring a man in women’s clothing was inappropriate and off-putting, drawing comparisons to previous incidents involving other brands such as Rip Curl and Bud Light. These brands faced similar backlash for using male-bodied transgender individuals to model women’s clothing.
Despite the backlash, there were supporters of Bonds who commended the brand for embracing diversity and inclusivity. These supporters highlighted the importance of representation and acceptance in advertising campaigns, urging others to appreciate the value of diversity.
However, this controversy is not entirely new for Bonds. In the past, the company faced criticism for its marketing decisions, including the hiring of controversial transgender activist Deni Todorovic to model its ‘Proud to Be Me’ collection for World Pride. Todorovic’s involvement with the brand ended amidst allegations of inappropriate behavior.
Bonds responded to the recent controversy by reiterating their commitment to inclusivity and warning against inappropriate comments on social media. Despite the divisive reactions, the brand remains dedicated to promoting diversity in its advertising.
In conclusion, Bonds’ decision to feature a bearded, non-binary individual in their bikini campaign has sparked significant backlash, resulting in calls for a boycott. While the intention was to celebrate diversity and inclusion, the campaign has highlighted the ongoing debate surrounding representation in advertising and the complexities of navigating social issues in marketing.
