Sunday, April 05, 2015
BONDS KICK OF THEIR 100TH BIRTHDAY CELEBRATIONS
It’s BONDS 100th birthday! To celebrate, we’ve just launched THE CLASSICS campaign. ARC travelled to New York and LA earlier this month with fashion photographer Steven Chee and super stylist Nicole Bonython to shoot a stellar line up of iconic former ambassadors including Rachael Taylor, Kelly Gale, Samara Weaving, Ruby Rose, Miranda Kerr, Elyse Taylor, Jack Vanderhart & Sarah Stephens.
After five days, six flights, eleven suitcases and eight BONDS babes, the team worked around the clock to create one of BONDS most iconic campaigns to kick off their 100th birthday celebrations!
The campaign pays homage to BONDS heritage with the reinvigoration of the brands classic styles. Staples of every Australian’s wardrobe, the Bikini, Boyleg, Chesty, Tube Bra, Guy Front, Sloppy, Trackie, Keenie, Cottontail & newest style, Hot Shortie, are all celebrated in the launch of THE CLASSICS campaign.
BONDS has always celebrated great Australian talents early in their careers, including international model and style icon Miranda Kerr who joined the brand in 2003; Sarah Stephens in 2004 and again in 2013, followed by Ruby Rose and Elyse Taylor in 2009; Rachael Taylor in 2010; Samara Weaving in 2012; Jack Vanderhart in 2013 and finishing up with Kelly Gale in 2014.
ARC gave these ambassadors creative reign for a fun video directed by one of BONDS favourite ambassadors, actress and filmmaker, Rachael Taylor – generating mass social media engagement via #BONDS100. Check it out here.
Off the back of this huge three day shoot, Steven & Nicole were still able to fit in one of the sexiest editorial shoots of this year, featured in Sunday Style. The ladies of the Classics Campaign smoulder in nothing but black leather and all of BONDS favourite pieces!
Share the love on Facebook and Instagram with #BONDS100 @bondsaus