Instagram influencer Inka Williams fronts Bonds' 'New Era' S/S 2018 campaign via ARC Factory

Screen Shot 2018-07-03 at 8.13.57 am.jpgBonds is redefining womens youth apparel with the launch of New Era, a streetwear inspired collection with a nod to the 90's. Fronting the spring/summer 2018 campaign, created by ARC Factory, is Instagram influencer turned Aussie it-girl, Inka Williams.

Amassing over one million followers on Instagram thanks to her followable feed of 90's inspired street style and lust-worthy island-living snaps, the Bali-based millennial icon has garnered a global cult following.

Trailblazing the campaign, Williams inspires the collection created for the ultimate 90's girl. Bonds New Era strengthens the brands womens youth apparel, championing nostalgic Bonds basics, rede ned with a revival of the iconic Bonds logo.

Paying homage to vintage streetwear aesthetic featuring colour blocking, scoop backs, body suits, high waists and 90's vibes, New Era redefines comfy.

Williams follows in the footsteps of a long list of esteemed Bonds girls including Sarah Ellen, Miranda Kerr, Ruby Rose, Kelly Gale and Catherine McNeil.

Says Emily Small, head of marketing, Bonds: "The New Era range is a nod to our '90s heritage with the versatility of a classic wardrobe staple. It's fun, fresh and for everyone - from those who were born in the Nineties to those who remember what it was like to rock a scoop back and a scrunchie."

Client: Bonds
PR + Creative Agency: ARC Factory
Photographer: Daniel Nadel
1st Assistant: Matteo Macri
2nd Assistant: Lewis Stevenson
Digi: Dave Seumanutafa
Stylist: Marina Afonina
Assistant: Sarah Farell
Make-Up: Filomena Natoli
Hair: Michele McQuillan
BTS Video: Hannah Dougherty
BTS Stills: Life Without Andy

Leave a comment