FOR REAL. FOR NOW. FOR EVER. NEW ERA

BONDS redefine womens youth apparel with the launch of New Era, a streetwear inspired collection with a nod to the 90's.
Fronting the Spring/Summer 2018 collection is Instagram influencer turned Aussie It-Girl, Inka Williams.

Amassing over one million followers on Instagram thanks to her followable feed of 90's inspired street style and lust-worthy island-living snaps, the Bali-based millennial icon has garnered a global cult following. 


Trailblazing the campaign, Inka inspired the collection created for the ultimate 90's girl. BONDS New Era strengthens the brands women's youth apparel, championing nostalgic BONDS basics, redefined with a revival of the iconic BONDS logo.

Paying homage to vintage streetwear aesthetic featuring colour blocking, scoop backs, body suits, high waists and 90's vibes, New Era redefines comfy.

Inka follows in the footsteps of a long list of esteemed BONDS girls including Sarah Ellen, Miranda Kerr, Ruby Rose, Kelly Gale and Catherine McNeil.

Bonds Head of Marketing, Emily Small says, "The New Era range is a nod to our 90's heritage with the versatility of a classic wardrobe staple. It's fun, fresh and for Everyone-from those who were born in the Nineties to those who remember what it was like to rock a scoop back and a scrunchie."
The New Era collection is available for purchase in-store and online on www.bonds.com.au from June 29.

BONDS has collaborated with a crew of Australian originators from the worlds of music, film and fashion in the ‘ORIGINALS’ campaign introducing BONDS new SWEATS range.

The ‘ORIGINALS’ lineup is headlined by Harley Edward Streten a.k.a. Flume, Grammy award winning artist from Sydney in his first ever fashion collaboration.

The diverse cast of Australians killing it internationally also includes model Duckie Thot, actors Keiynan Lonsdale, Samara Weaving and Natasha Liu Bordizzo and style icon Rachel Tee Tyler.

The dynamic music video behind the campaign asked originators to come to set and put their own spin on Flume’s distinctive track ‘Heater’.

‘I grew up wearing BONDS, we all did!’ said Harley, ‘I handpick every one of my projects and am all about trying something new so when BONDS asked if I’d like to be part of this, it made sense; they’ve always led the way in celebrating Aussie individuality and originality.’
The SWEATS range both respects and redefines BONDS classics, playing with nostalgic Bonds basics and current icons by injecting bold colour on colour combos into outerwear inspired by contemporary streetwear. Made from sustainably sourced Aussie Cotton, BONDS SWEATS are clean, refined basics that cut through the fashion noise.

BONDS Marketing Manager, Emily Small, says the campaign encapsulates Bonds ethos, ‘BONDS is for every Australian. No matter your age, size, ethnicity or personal style. ‘ORIGINALS’ both celebrates inclusivity and encourages our customers to push boundaries and be comfortable being different.’

Watch the original Video of the Stars here

The BONDS ORIGINALS SWEATS collection is available for purchase in-store and online on www.bonds.com.au from April 1st.