Bonds is turning heads with its latest campaign, “Made for Down Under,” featuring two of Australia’s rising stars: wildlife warrior Robert Irwin and music artist Tkay Maidza. The playful new campaign captures the spirit of the iconic Aussie underwear brand: cheeky, confident, and unapologetically bold.
At just 21 years old, Robert Irwin, son of the late “Crocodile Hunter” Steve Irwin, is stepping into a new spotlight. Best known for his work with animals and his role as co-host on I’m a Celebrity… Get Me Out of Here! Australia, Irwin is now showing a different side of himself, quite literally, in a series of striking images wearing nothing but his Bonds undies.
True to his wildlife roots, Irwin’s shoot features him draped in snakes and calmly sporting a spider on his chest. The shots are both daring and endearing, showing why Australians are so laid back.
Joining him in the campaign is Tkay Maidza, the Zimbabwean-born, Adelaide-raised singer and rapper who’s been making waves both in Australia and internationally. Her inclusion in the campaign brings a fresh and vibrant edge, pairing Bonds’ classic comfort with bold self-expression.
“Made for Down Under” isn’t just a fun local campaign, it signals Bonds’ ambitious push into the U.S. market. By pairing Aussie authenticity with star power and a wink of humour, the brand is reminding everyone that Aussie underwear is more than just practical, it’s a vibe.
Whether it’s Robert Irwin bravely baring all alongside some wild companions or Tkay Maidza serving fierce looks in minimalist fits, the message is clear: Bonds is made for comfort, made for confidence, and made for wherever you call “down under.”
Image credits: Bonds
