Bonds has released a special behind the scenes video of Australian rapper Iggy Azalea, who has been announced as the new face of the brand as it celebrates its 100th birthday year.
The video was shot in conjunction with the Bonds 100 campaign in LA and captures a glimpse of Azalea behind the scenes on set.
The wider campaign, directed and produced by the Sydney's ARC Factory, features Azalea on outdoor billboards, shopper lites at point of sale and across online with a launch date of mid-May.
The ARC Factory MD Peter Metzner said: "We collaborated with Photographer Thomas Whiteside to create a short online & PR #Bonds100 video, featuring Bonds ambassador Iggy Azalea. Shot on set during the stills campaign, the video was very much about capturing Iggy’s great energy moving freely in front of the camera while showcasing Bonds 100 and new Tights range.
"Iggy was hard working and a true professional, spending time behind the camera reviewing shots. Having directed shoots before, Iggy completely understood the process and it was a pleasure to collaborate with her”.
Bonds group marketing manager Tayna Deans said that Azalea – known for her hit songs 'Fancy' and 'Problem' – was a match for the brand given her down-to-earth persona and given that she grew up wearing Bonds hoodies and undies.
“Iggy is completely original. She’s a style chameleon who’s never afraid to be true to herself, she has enviable body confidence, making her a great role model for all women and the perfect fit for Bonds,” Deans said.
In addition, Bonds has released a new basics range for its centenary called the Bonds100 collection, with monochrome logo waistbands and new prints featuring tropical and Australian wildflowers. The season pre release is available in bonds stores and Myer from May, with a wider nationwide release in July.
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