‘We’re really proud’: Bonds models break silence over controversial underwear ad
The models behind Bonds’ controversial underwear campaign have spoken out after their shoot – which was likened to ‘softcore porn’ – went viral.
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The models behind Bonds’ controversial campaign have spoken out after their underwear shoot went viral.
Real-life couple Nicolas Rivet, 26, and Steve Samuel, 27, described the uproar as “confronting” and rejected criticism that the shoot resembled “softcore porn”, but said they had received “overwhelming support” since the campaign was released.
Shot in Sydney and posted to Bonds’ official Instagram page, the ad depicts the two men kissing, posing topless and wearing Bonds boxers.
Speaking exclusively to News Corp today, the Melbourne-based couple said the Bonds campaign was an important step “to see themselves (same-sex couples) being represented in the media”.
“The main issue is that the photo wouldn’t be causing as much controversy if it was a straight couple,” Rivet said.
“I think we need move away from this hetero-normative narrative, if we really want to see a change.”
Samuel added: “They see two gay people that are kissing, and they think it’s racy … but that’s not what they (Bonds) were trying to achieve.”
“A lot of people are saying it’s like softcore porn but we don’t see it like that,” Rivet said.
“We’re two adults showing their love for one another. It’s just a little smooch, really.”
Responding to criticism that the shoot was “too sexy”, Samuel said: “The reason why it’s been seen as sexualised is because we’re in underwear”.
The couple said Bonds had been supportive in the wake of the backlash, and they would “absolutely” model for the brand again.
“If they were to include us in any future campaigns we would definitely want to be involved – we’re really proud of what they have done,” Rivet said.
He said the campaign was a message to young gay people “so they can be validated by seeing someone like them represented in mainstream media” and hoped it would “open up a conversation about queer visibility and how important it is to be diverse”.
UNDERWEAR CONTROVERSY
Followers inundated Bonds’ social media accounts with comments yesterday, with many praising the brand for supporting gay rights, while others suggested the shoot was “inappropriate”.
On Instagram, the image – promoting Bonds’ $29.95 star-printed festive season briefs – was captioned: “It’s the little moments that make the Christmas season so special.”
Dubbed “it’s the Bonds that make the season”, the campaign marks a new direction for the underwear giant, which is increasingly using diverse models with a range of body types in ads and social media shoots.
Ad Standards confirmed it had received “less than five complaints about the campaign which are currently being assessed,” a spokeswoman said in a statement to News Corp.
“Totally back this, ads show couples all the time, so why not show a gay couple?,” one supporter wrote.
Another added: “Clever idea from bonds to weed out all the homophobes in their following.”
“So many narrow minded people on here”.
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Bonds received backlash over the ad, with some followers branding it “extremely offensive”.
“If it was a man and woman making out it would be flagged inappropriate and too much, but the double standard of it being deemed appropriate because they’re gay … it’s too much,” one said.
Another added: “Even if it was a straight couple … No thanks Bonds you’re not selling play boy lingerie.”
“I find that advertisement inappropriate for a brand like Bonds. Is that really a direction that brand is taking?,” said a follower, with another accusing Bonds of “tacky marketing”.
“It’s a inappropriate picture doesn’t matter what sexuality the people are kissing it would still be inappropriate if it was a man kissing a women like that,” a follower posted.
BONDS’ NEW IMAGE
Speaking to News Corp, Emily Small, general manager of Bonds’ parent company Hanes Apparel, said the ad reflected the special “bonds” Australians have over the festive season.
“Our Christmas campaign is about celebrating the bonds that make the season and those are different for every individual,” Ms Small said.
“We are a brand that celebrate all Australians and we wish the couple featured in our social post along with everyone else an equally special and enjoyable festive season.”
The campaign, which is themed around “meaningful bonds”, also features a couple who’ve been married for 70 years, IVF triplets born to three different mothers, and a young woman who donated a kidney to her sister, with models aged 9 to 91-years-old.
The use of “real” models marks a fresh image for Bonds, which previously relied on celebrity ambassadors including Australian tennis player Pat Rafter and rapper Iggy Azalea in its ads, as well as its Hulk-style “Chesty Bond” muscleman cartoon.
Originally published as ‘We’re really proud’: Bonds models break silence over controversial underwear ad