Turning a fashion phrase into a statement of pride

For LGBTQIA+ youth, coming out can still be difficult. So to celebrate the release of Bonds’ first ever Pride range, we created Bonds OUT NOW – a campaign that transformed a common fashion phrase into a powerful mechanism of pride and support. Launched in partnership with queer youth charity Minus18, OUT NOW featured a range of everyday Aussies from the queer community sharing how long they’d been ‘out now’ for, as a way to help queer youth feel supported to live out and proud.

Credits: Art director: Stacey Karayannis; Creative director: Daniel Pizzato; CCO Jason Williams