Aussie Brand “Bonds” Features Non-Binary Model In New Bikini Campaign, Is Rocked By Criticism
Some things really do have to be seen to be understood.
After an attempt at providing more visibility to marginalized communities, Aussie backlash ensued as a brand featured a bearded, non-binary model in a bikini, sparking boycott calls and a heated debate over inclusion and representation. The targeted model has since responded. Bonds, recognized as an iconic Australian underwear brand, used non-binary model Mikey Sakinofsky to promote their new Pride 2024 collection.
LGBTQIA2S (abbreviated LGBTQ+) Pride Month is a month, typically June, dedicated to the celebration and commemoration of people who identify in the community. Brands often do launches themed for the commemoration, often with rainbow products to represent the LGBTQ+ flag.
As a result, Bonds launched its UnGENderwear Project, dedicated to “stripping back the gender stereotypes.” The company’s official website states: “[We] left only the freedom for you to wear our pieces however feels right.”
“We’ve consulted with the community, our partners at Minus18, and our UnGENderwear advocates to carefully curate an assortment of products to inspire the way you shop & think about clothes.”
“There’s room for everyone here, so go on and make yourself comfy.”
Amongst other products, Mikey was photographed advertising Bonds’ “ Retro Rib™ Seamless Tonal Hi” bikini set in a lovely fuchsia pink color.
Nevertheless, the collection featuring the non-binary model wasn’t up to everybody’s taste, as discriminatory remarks started to emerge on X (formerly known as Twitter).
A person wrote: “Just another company to never buy from again.”
Another X user commented: “Go woke, go broke, come on people!” According to the Merriam-Webster dictionary , woke is a US slang word for a person who is aware of and actively attentive to important societal facts and issues (especially issues of racial and social justice).
“I used to buy Bonds, [but] I will no longer do so, seeing a man wearing women’s garments is seriously off-putting,” another angered individual penned.