If you live in Australia, chances are you’ve got a Bonds item somewhere in your wardrobe. From baby onesies to iconic Chesty singlets, Bonds is basically the Aussie uniform. So, when the brand launched its As Worn By Us campaign last year, showcasing everyday Aussies from birth to 100 in their Bonds best, it struck a (very comfy) chord with the nation.
But now, Bonds is passing the torch (or in this case, the point-and-shoot camera) to the next generation.
In its newest campaign twist, As Shot By Us, Bonds teamed up with four Gen Z content creators to breathe fresh life – and film grain – into their most iconic pieces. Namely, The Chesty, The Trunk, The Trackie and The Crop. Armed with 35mm reusable cameras and their own creative instincts, each creator captured what Bonds means to them. The result is a visually rich, delightfully nostalgic suite of content that’s as raw and real as the generation behind it.
But, don’t expect a polished, studio-lit campaign. This one is all about organic, edgy, self-expression, and that beautiful Y2K energy we can’t seem to quit. The hero film is a collage of moments: grainy glimpses of city streets, backyard hangs, and carefree captures that give you that “I-just-developed-my-film-roll-from-Summer-‘04” kind of feeling. And, because it’s all shot by the creators themselves, each image is stamped with their unique POV. Literally signed off “As Shot By” followed by their name.
“This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation. Unfiltered, unedited, and completely authentic,” says Kedda Ghazarian, Bonds Head of Marketing. “From city streets to country backyards, our iconic products are a canvas for self expression.”
Let’s be real: no one does “authentic” quite like Gen Z. Whether they’re styling a crop top with cargos, rocking a Bonds trunk with socks and slides, or layering their favourite trackie with vintage leather, these creators understood the assignment – and then made it their own.
Ryan Fitzgerald, Executive Creative Director at Special, agrees: “It was equally exciting to see that the love runs deep with Gen Z – they understood the assignment and nailed it with their own aesthetic.”
To celebrate this vibey campaign, Bonds is popping up with a two-day activation at Up South Bondi on Friday, 8th and Saturday, 9th August. This isn’t your average cafe takeover. It’s a mini moment for creative expression. Think: a vintage-style photobooth where you can channel your inner It Girl, Softboi, or Insta-era icon and walk away with a personalised strip of film-photo goodness. That is Gen Z Content Creator approved. Regardless of your DOB. Oh, and there’s free coffee involved. The first 50 people through the doors each morning will score a Cookies & Cream Foam Matcha Latte – a limited-time collab that’s sweet, slightly extra, and totally on-brand.
Whether you grew up with Bonds, still wear it every day, or are rediscovering it through the fresh lens of Gen Z Content creators who know their way around a film camera, As Shot By Us by Bonds proves isn’t just part of Aussie culture – it is Aussie culture. Unfiltered. Undone. Undeniably cool. And, we’re here for every snap of it.
