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.”
