Bonds breaks its silence on backlash to ‘woke’ ad featuring non-binary model with a beard wearing a bikini

Bonds has defended the use of a bearded model in a bra and panties to promote its new underwear range, as customers call for a boycott of the Australian brand.

The company used two models with ‘they/them’ pronouns to advertise its ‘Retro Rib™ Seamless Tonal Hi Bikini’ as part of the Pride 2024 range.

The Pride campaign features transgender models, drag queens, as well as people who identify as homosexual, bisexual and pansexual.

One of the models, ‘Mikey’, is 1.99 m tall and has a beard, a lot of body hair and a bulge in the bikini bottom.

Some customers have called for a boycott and bombarded the site’s product listing with one-star reviews.

Iconic Australian underwear brand Bonds has used models with ‘they/them’ pronouns to promote its $18.99 ‘Retro Rib™ Seamless Tonal Hi Bikini’ as part of its Pride 2024 range (pictured)

“We are sorry to hear that you feel offended by our campaign, this was certainly not our intention,” Bonds’ spokesperson said in response to the angry comments.

“Our Pride campaign is a celebration of the joy and spirit of Australia’s diverse LGBTQIA+ community.”

The brand added in another response that underwear has been “reimagined to celebrate the joy and spirit of Pride festivals.”

The negative reviews from irate customers on the product listing were filled with calls to avoid the brand.

‘I used to buy bonds (but) I won’t do that anymore. It’s really unpleasant to see a man wearing women’s clothes,” one reviewer wrote.

The company’s photos of the Pride campaign on Instagram were also flooded with hundreds of critical comments.

The brand’s official website was flooded with one-star reviews during the ad campaign

Bonds has since responded to some negative reviews by defending its inclusive stance

“Never buy bonds again!” wrote one.

‘All my previous purchases are going straight into the trash. Nobody needs this nonsense.’

A third added that it was offensive to women by having the model wear women’s clothing.

However, others supported the underwear company’s move.

“Thank you Bonds for showing your support and the diversity of those of us who wear Bonds,” one wrote under the company’s Instagram post.

A second added: “Thanks for celebrating diversity, Bonds.”

A third stated: ‘The people unfollowing and saying they will buy other brands, you are the same people who are probably racists and homophobes.

“This is why Australia is divided. People love to live in black and WHITE… open your eyes and see the color.’

However, others compared it to a Rip Curl or Bud Light situation.

Both brands recently sparked outrage after using biologically male transgender people to promote their products.

Western Australian longboarder Sasha Lowerson was featured in a Rip Curl women’s surfing promotion, sparking consumer backlash

The move came just months after surfer Bethany Hamilton (pictured) was dropped by Rip Curl, reportedly over her stance against transgender women competing in women’s sports.

Last week, Rip Curl featured transgender surfer Sasha Lowerson on the Rip Curl Women Instagram page as part of the company’s Meet The Local Heroes of Western Australia campaign.

The Aussie brand subsequently deleted the post and apologized.

Budweiser’s use of the transgender identity Dylan Mulvaney to promote its Bud Light brand in the US led to a widespread boycott that caused a significant drop in sales.

Daily Mail Australia approached Hanesbrands, which bought bonds in 2016, for comment.

Last year, the company enlisted controversial transgender activist Deni Todorovic to model its ‘Proud to Be Me’ collection for World Pride.

Todorovic, who used these pronouns before claiming he identified with all pronouns, was later controversially appointed ambassador of swimwear brand Seafolly.

Since then, Todorovic had checked into a mental health facility and was recently convicted of vandalism and destruction of property.