A storm is brewing Down Under as Australians raise their voices against Bonds, the iconic underwear company, in the wake of their latest marketing blitz. The uproar stems from Bonds’ daring move to feature a bearded, non-binary individual strutting in a bikini. This unconventional marketing ploy, part of their Pride 2024 collection, has set tongues wagging and wallets snapping shut.
In an attempt to ride the wave of diversity, Bonds enlisted the aid of two non-binary models, advocating for ‘they/them’ pronouns, to showcase their $18.99 ‘Retro Rib™ Seamless Tonal Hi Bikini.’ But it was ‘Mikey,’ towering at 1.99 meters, donning facial hair and a noticeable bulge beneath the bikini bottoms, who stole the spotlight and stoked the fires of discontent among certain patrons.
Outrage cascaded across social media platforms like Twitter and Instagram, with dissatisfied customers voicing their disdain and pledging allegiance to a boycott. Negative feedback flooded the product page, with consumers expressing discomfort and a sense of estrangement from the brand.
Detractors argue that the sight of a man donning women’s attire is both unsuitable and unsettling, fanning the flames of dissent against Bonds. The controversy echoes past clashes involving brands like Rip Curl and Bud Light, who faced similar uproar for employing male-bodied transgender individuals to showcase women’s clothing.
Rip Curl’s debacle, featuring transgender woman Sasha Lowerson in a women’s surfing promotion, resulted in swift condemnation and the subsequent removal of the ad, accompanied by a formal apology. Bud Light also found itself in hot water for its marketing endeavors involving transgender models.
Despite the furor, Bonds found solace in a chorus of supporters applauding their embrace of diversity and inclusivity. Advocates stressed the significance of representation and tolerance in advertising campaigns, urging detractors to appreciate the richness of diversity.
Yet, this is not Bonds’ first rodeo in the controversy corral. The company previously courted criticism for its marketing escapades, including the controversial enlistment of transgender activist Deni Todorovic to front their ‘Proud to Be Me’ collection for World Pride. Todorovic’s tenure with the brand came to an abrupt end amidst allegations of misconduct, including sending threatening missives to Bonds personnel.
Bonds’ response to the current fracas has been to double down on their commitment to inclusivity while issuing a stern warning against inappropriate commentary on their social media platforms. Despite the schism in public opinion, the brand remains resolute in its mission to champion diversity in advertising.
In summary, Bonds’ decision to thrust a bearded, non-binary individual into the spotlight has ignited a fervent backlash, prompting calls for a boycott. While intended to celebrate diversity and inclusivity, the move has reignited the ongoing discourse surrounding representation in advertising and the intricate dance of navigating social issues in marketing campaigns.
