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Australian retailer Bonds has released a new Pride range which includes LGBTQ-themed clothing for newborns, young children and even dogs.

The underwear brand released the new rainbow range ahead of this year’s Sydney Gay and Lesbian Mardi Gras and in support of the LGBTQIA+ youth organisation Minus 18.

To coincide with the release, Bonds also launched an ‘Out Now’ campaign, celebrating the “coming out stories of queer Australians.”

Back in November, Minus 18 issued a “casting call” for “out and proud queer people” who are comfortable being photographed in their underwear.

The “casting call” specifically asked for families with a baby, toddler or child. The call-out included a controversial, sexualised image from a Bonds Christmas campaign which featured two near-naked adult men kissing.

The “Out Now” campaign released a series of 30-second videos detailing various “coming out” experiences, including one participant who described their “coming out” moment, saying: “I came out as a lesbian first, then I came out as a transgender person, then came out as gay so my Mum’s had a revolving door of coming outs.”

Another video features a 60-year-old father of five who “came out” two years ago.

The campaign is set to run across social media, online, outdoor and in stores.

Kelly McBride, Bonds head of marketing, said, “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.”

The new range includes Pride Dog Bandanas, Pride Tutu dresses, and a Pride zip Wondersuit that says, “Love is Love.”


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