Bonds introduces first non-Australian ambassador: Elvis’ granddaughter

Bonds Riley KeoughBonds has chosen its first non-Australian ambassador, American actress, model and granddaughter of Elvis Presley Riley Keogh to launch its latest collection.

The American who has modelled for Dolce and Gabbana, Victoria’s Secret, and who featured on the US cover of Vogue with her grandmother Priscilla, is now promoting Bonds hipster lacies range as Bonds’ Summer 2013 ambassador.

Bonds Facebook Riley KeoughAlthough the choice of a non-Australian model has attracted some criticism on Bonds’ Facebook page, Tanya Deans, general manager of marketing for Pacific Brands underwear group, said choosing the model was a strategic move.

“As Bonds starts to expand its international footprint, we wanted Riley’s international profile to bring some of Bonds’ joy to new users around the world,” she told Mumbrella.

“There is a strong international trend at the moment for lace and this signalled a new opportunity for Bonds to bring more femininity into its range. We felt Riley was the perfect fit for this.”

Megan Reynolds


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