No snake required for 61-year-old Elle Macpherson’s underwear return

Sydney Morning Herald

by Damien Woolnough

February 15, 2026

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No snake required for 61-year-old Elle Macpherson’s underwear return

Elle Macpherson, the iconic Australian supermodel once dubbed “The Body” by *Time* magazine, is making waves at 61 with her latest campaign for Bonds underwear. Known for her long-standing career as a Sports Illustrated swimsuit cover model and her successful underwear empire with Bendon, Macpherson has returned to the spotlight in a new Bases Flex collection. Unlike Robert Irwin’s recent viral campaign, which relied on wildlife props, Macpherson’s approach is simple yet powerful—she’s posing in lace-trimmed bras and knickers with little more than her signature smile and confidence. The campaign reflects her philosophy of embracing natural beauty and an “Aussie” sense of humor, resonating with her audience while challenging traditional norms. The Bases Flex collection features minimal digital adjustments, focusing on authenticity rather than perfection. This aligns with a growing trend in the fashion industry towards inclusivity and body positivity. Sydney-based model Nadine Bush, an age-positive ambassador, applauds the campaign for shifting the narrative around women’s underwear from objectification to empowerment. Bush highlights how the campaign encourages women to feel comfortable and supported, allowing their inner beauty to shine. This inclusive approach is a refreshing departure from past trends that often prioritized unrealistic standards of beauty. However, the campaign also raises questions about age representation in fashion. Associate Professor Bernardo Figueiredo critiques the industry’s tendency to reposition youthfulness onto older bodies rather than truly expanding the range of desirable aging identities. While featuring Macpherson is a positive step, it remains unclear whether such campaigns genuinely challenge systemic exclusion or simply tokenize older models. The broader implications of ageist marketing are significant, as they shape

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Originally published on Sydney Morning Herald on 2/15/2026