Turning a fashion phrase into a powerful statement of pride

For many LGBTQIA+ youth, coming out can still be difficult. So to launch Bonds’ first Pride range, we created Bonds OUT NOW — a campaign that transformed a fashion phrase into a powerful mechanism of pride and support. Partnering with Minus18, we featured queer Aussies celebrating how long they’ve been “out now” for, to help queer youth feel supported to live out and proud.