To support the release of its new Pride range, Bonds has created OUT NOW, an idea that celebrates the coming out stories of queer Australians – turning a common fashion phrase into an expression of pride. Created by Leo Burnett, OUT NOW features the amount of time these Aussies have been living out and proud – from 6 months to 55 years – to support everyone in the LGBTQIA+ community.
As part of the project, Bonds is a proud supporting partner of Minus18, champions for LGBTQIA+ youth Australia wide. The partnership helps to fund important peer-to-peer support, education and training, and safe spaces for queer youth.
Says Leo Burnett senior creative Ellie Dunn (out 12 years): “I’m lucky to live in a country where I can live my life openly and honestly. For me, OUT NOW is about celebrating the joy of being out, the journey that comes with it, and sharing pride in the fashion space. Getting to make this campaign with a predominantly queer crew just made it all the more special.”
During Mardi Gras, Bonds will also be holding the OUT NOW exhibition – an event for those who are out, not out, or the proudest allies out there. Created in partnership with Minus18, the exhibition will feature portraits of the queer community including Rhys Nicholson, Mojo Juju, Montaigne and Frances Cannon. The exhibition will double as a space where people can seek support from Minus18 staff, and have their photo taken to join the Growing Wall of Pride.
Says Kelly McBride, Bonds head of marketing: “We’re proud to be a brand that has a history of representing ALL Australians, and are thrilled to be working closely with Minus18 to celebrate the queer community in a way that everyone can get involved.”
OUT NOW will appear from February 9th across social, online, outdoor and in store.
The OUT NOW Exhibition will be held at 74-76 Oxford Street, Darlinghurst, from Friday 28th February – Sunday 1st March and open from 11am-7pm daily.