BONDS - HOT TOWN
How do you go from being an iconic Australian brand to iconic Australian fashion brand?
We took an Australian fashion director, photographer and a propeller plane full of crew to arguably the hottest place in the world - a remote location in the middle of the outback, where the mercury gets so high most of the residents live underground.
Directed by Gracie Otto, the uniquely Australian tongue-in-cheek fashion film tells of a small desert town where it's too hot for anyone to wear clothes, or do much at all. It was filmed in iconic Coober Pedy, where the only things more incredible than the landscape are the locals - who also star throughout - in their Bonds.
![Screen+Shot+2018-02-23+at+4.21.38+pm+(2)[2].png](https://images.squarespace-cdn.com/content/v1/5cfde36b59479f000110b74d/1564309158067-SA0UAZ7LJ9IX0E4FHKWX/Screen%2BShot%2B2018-02-23%2Bat%2B4.21.38%2Bpm%2B%282%29%5B2%5D.png)
Shot in the middle of the outback, where the mercury gets so high most of the residents live underground. In 47 degree heat, the sweat (and the struggle) was real.
