Australia’s own squeaky clean Robert Irwin has taken a walk on the wilder side of celebrity by modelling for underwear brand Bonds.
Following in the footsteps of tennis players Patrick Rafter and Nick Kyrgios, actor Jai Courtney and former AFL player Jimmy Bartel, the wildlife entrepreneur Irwin, son of charismatic TV personality Steve Irwin who died in 2006, has stripped off for an advertising campaign targeted at US customers.
Robert Irwin in the Bonds campaign targeting US customers.
As US President Trump introduces tariffs on clothing imports, the beloved Australian brand, a subsidiary of US company HanesBrands Inc, is targeting US customers with its Made for Down Under advertising campaign, also featuring hip hop performer Tkay Maidza in Bonds underwear.
“I’ve worn Bonds my whole life, and now being part of this campaign feels unreal,” Irwin says, in a Bonds press release. “Bonds truly captures the laid-back Aussie spirit, and sense of adventure we’re known for, and I’m stoked to help bring that feeling to America. I’m also really happy that we
feature the beautiful wildlife I work hard to protect.”
Wildlife such as snakes, spiders, crocodiles and lizards posing with the I’m a Celebrity Get Me Out of Here co-host is expected, but the 21-year-old’s six-pack has surprised many. Apparently, little preparation was required for Irwin’s close-ups.
“I’ve got to stay pretty fit with all the crazy stuff I’m doing,” Irwin told People in the US. “I’m saving crocodiles, I’m in and out of the Aussie bush every day, and it’s hard work, so you’ve got to keep pretty good upper body strength, good stamina.”
Irwin’s underwear campaign follows a recent spate of celebrities indulging in overexposure for big brands. So how does Irwin measure up?
Robert Irwin, Bonds
Robert Irwin in the Bonds US advertising campaign.
With his underwear modelling debut, Irwin has taken a successful step away from his butter-wouldn’t-melt boy next door persona, without damaging his marketability. Having grown up in the public eye alongside his sister Bindi, these images of Irwin clearly demonstrate his physical maturity.
The campaign is a sexier step-up from Pat Rafter’s modelling duties for Bonds, which began in 2002 and would have struggled to make your grandmother blush.
By showing us that Irwin is all grown up, with a healthy dose of humour, this advertising campaign is top drawer-worthy.
Bad Bunny, Calvin Klein
Bad Bunny for Calvin Klein.
Singer Bad Bunny captured the world’s attention in his Calvin Klein campaign, released on March 17.
Bunny, also known as Benito Antonio Martínez Ocasio, joins Justin Bieber, Marky Mark Wahlberg and Australian actor Travis Fimmel as the face and body of the brand that made underwear a status symbol.
The campaign sets the bar high for Irwin and Bonds, generating $US8.4 million ($13.27 million) in media impact in less than 48 hours according to data analytics provider Launchmetrics. The official TikTok video received 1.8 million likes and 20.3 million views in its first week.
While the campaign lacks the humour of Irwin, the images by Kate Moss’s photographer ex-boyfriend Mario Sorrenti exude the high fashion sensuality found in the front pages of men’s fashion magazines.
Patrick Schwarzenegger, Skims
Abby Champion and ‘The White Lotus’ actor Patrick Schwarzenegger for Skims.
Following Patrick Schwarzenegger’s controversial storyline in The White Lotus it’s fair to say that we expected more from the former model and son of Hollywood star Arnold Schwarzenegger with his Skims campaign.
Schwarzenegger modelled alongside his supermodel fiancée Abby Champion for the launch of the Skims 2025 Wedding Shop on March 20.
Despite wearing sateen boxer shorts and black boxer briefs for Kim Kardashian’s underwear line, Schwarzenegger never manages to steal attention away from the campaign’s bride, Champion.
Even a photograph of Schwarzenegger going commando, with a strategically placed bouquet, makes Irwin’s Bonds’ photographs look X-rated by comparison.
“I feel like in 10 to 20 years from now, we will show our kids and think of how awesome it was that we got to take photos like this together,” Schwarzenegger told WWD. “Especially right before our wedding.”
David Beckham, Boss
David Beckham for Boss One underwear photographed by Mert & Marcus.
After signing on as an ambassador for German fashion brand Boss in May 2024, the 49-year-old former footballer appeared in his underwear to launch an underwear collection.
For the campaign Beckham kept his socks on in images by photographic duo Mert & Marcus, who also worked with the sports star on his Emporio Armani underwear campaign in 2008.
“People are used to me doing this now,” Beckham told Vogue in January. “I’ve never been afraid to push the boundaries. What we’ve done now I think, though, is to do that in a very elegant way.”
Elegant might be pushing it, but Beckham continues to maintain winning form.
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