Bonds Plays High Fashion at RSFF

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image Bonds sheds its classic image for a more fashion-concious youth market at RSFF 2010

The quintessential Aussie brand, is making a transition from the muscle tank. As the bevy of model beauties took to the the runway at Rosemount Sydney Fashion Festival 2010, it was clear Bonds is vying for a new sleeker image. The clothes and undies are still super-casual, however the lacey high waisted 'high-top' underwear and slouched trackies coupled with heels, heed a new direcetion for the Bonds empire.


With long-time face of the Bonds brand Sarah Murdoch introducing the show, Bonds could have been the same-old same-old. But it wasn't. Sure they had a breif skit where some old 'average joes' took to the stage in their classic Bonds Chesties, but that was the only evidence of the old brand. At the Rosemount Sydney Fashion Festival 2010, Bonds tried to fit the mould of Australian designer's ready-to-wear collections, which they more or less did. Who would have thought?







      BONDS_MAIN_Roemount_Sydney_Fashion_Festival_2010_131077520.png    BONDS_hoodie_Roemount_Sydney_Fashion_Festival_2010_203110279.png   BONDS_tubebra1_Roemount_Sydney_Fashion_Festival_2010_622955535.png

 Sarah Murdoch; The bonds hoodie with heels... oh the paradoxical world of fashion; Bonds Tube Bra



In recent years we've seen a reinvigoration of our staple Australian underwear brand. From crazy dancing girls in a florish of flourescent undies on TV, to last season's posters featuring high-fashion inspired tracksuit pants- Bonds is trying hard to shed it's daggy image. 



        BONDS_boystrackies_111836927.jpg   BONDS_girltrakies_199437089.jpg



The RSFF show was no exception, as young attractive dancers took the stage to entertain the crowd, and high fashion models who appeared at the top RAFW shows earlier this year, were strutting down the catwalk in the latest neon tube bras. The days of practical white Bonds undies mum bought you from Best & Less are numbered, with their prices rising and a new cult-cool emerging.




                    BONDS_tubebra2_Roemount_Sydney_Fashion_Festival_2010_288366649.png      BONDS_tubebra3_Roemount_Sydney_Fashion_Festival_2010_428718713.png 

The new Bonds tube bra is "made to be seen"


           BONDS_mens_vest_Roemount_Sydney_Fashion_Festival_2010_118959227.png   BONDS_womens_hoodie2_Roemount_Sydney_Fashion_Festival_2010_485724856.png   BONDS_womens_hoodie_Roemount_Sydney_Fashion_Festival_2010_735769585.png 

Glamourising the Bonds essentials



The clever thing about Bonds, is that everyone has it- so then how do you make it fashionable? They have manged to shed their image and make it both 'vintage' yet appealing to the vibrant yoth market. Putting empowering advertisemnts on TV, where girls are active and having a great time, or playing music on a busy street in their strategically placed underwear... it makes the target female market want to be included. They want to be the super-cool athletic girl that is having a good laugh (while still looking impeccably attractive).



      BONDS_hightops_Roemount_Sydney_Fashion_Festival_2010_905084660.png    BONDS_flip_dancer_Roemount_Sydney_Fashion_Festival_2010_922244894.png

Dancers provide high energy entertainment for the RSFF crowd, epitomising the youthful Aussie Bonds image




For the boys the marketing employs a slightly different angle, its not so much about inclusion- but about exclusivity an quintessential masculinity. You have Michael Clark leaning over international Aussie super model in the latest campaign, and the bonds hoodie had the male next to the ideal girlfiends (wearing only a bonds hoodie, clealy no pants required).




International model Catherine McNeil teams up with cricket pin up boy Michael Clarke for the latest Bonds campaign

                  BONDS_fashion_made_to_share_Roemount_Sydney_Fashion_Festival_2010_629548422.png      BONDS_mens_underwear_Roemount_Sydney_Fashion_Festival_2010_219868298.png

The new 'made to share' collectiontaps into the androgenous in vogue fashions



 Bonds have manged to keep a classic Australian feel to the brand, while simulatenously sprouting a new fresh style that appeals to the more fashion-concious crowd. 


That's right ladies and gentleman, Bonds is officially cool again. 







Image References:

RSFF coverage:

© Digital Fashion Alliance 2010

Bonds Advertisements:

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