Gina Heslop
Bonds, an Australian underwear brand, unveiled its 2023 Pride Collection with Mikey Sakinofsky, a non-binary model, donning a bikini. The campaign aimed to celebrate LGBTQ+ pride early and break gender stereotypes through its UnGENderwear Project. Bonds encouraged wearing clothes however one feels comfortable.
Mikey modeled the Retro Rib™ Seamless Tonal Hi bikini set in vibrant pink. However, not everyone embraced the inclusion of a non-binary model. Negative comments flooded X (formerly Twitter), with some vowing never to buy Bonds again, citing discomfort with a man wearing women’s clothes.
Bonds faced criticism on Instagram too, despite urging donations to LGBTQ+ causes. Some vowed never to support Bonds again. However, amidst criticism, supportive voices emerged, thanking Bonds for celebrating diversity.
Mikey, proud of their non-binary identity, responded to critics with a video. They emphasized that gender diversity is like shades of green, infinite and varied. They lamented media focus on hate rather than celebrating love and acceptance. Mikey asserted their validity and clarified they weren’t wearing ‘women’s clothing’ but simply clothes.
Bonds’ campaign sparked a dialogue on gender representation and acceptance. While some opposed it, others appreciated the celebration of diversity. Mikey’s response echoed the need for inclusivity and acceptance, urging society to embrace all shades of gender identity.
Criticism surfaced and the campaign sparked discussions on LGBTQ+ representation and acceptance in mainstream media.
