Iggy Azalea Posts Underwear Pics On Instagram As Part Of Endorsement Deal, Consumers Threaten Boycott

Remember that time that Iggy Azalea kind of, sort of quit social media? Well, whoever is running the superstar’s social media accounts these days knows full well how to raise eyebrows with or without Iggy’s influence. Azalea’s camp recently used Instagram to stir up copious amounts of hype regarding her new gig as the face — and body — of Australian underwear brand Bonds by posting two photos of Iggy festooned in the company’s signature skivvies.

#bonds100 @bondsaus

A photo posted by Iggy Azalea (@thenewclassic) on

So excited to be a part of the @bondsaus #bonds100 campaign!

A photo posted by Iggy Azalea (@thenewclassic) on

In corporate terminology, Iggy Azalea is now the newest “Bonds girl,” a promotion occurring in conjunction with the company’s 100th anniversary.

“It was something I wanted to be involved with because it’s an iconic Australian brand.” Azalea said in comments re-published by International Business Times. “We grew up seeing who was going to be the next Bonds girl and I remember Miranda Kerr doing it.”

International Business Times further reports that Azalea will head home to Australia to do some promotional work for Bonds in the near future. Rumors abound that she’ll bring her boyfriend, Nick Young, with her when she returns Down Under. Young, known throughout the Twitterverse as “Swaggy P,” is a small forward and shooting guard for the Los Angeles Lakers.

Bonds, who broke news of Azalea’s spokesmodeling endeavor via Twitter, was understandably stoked to bring star power of such a considerable magnitude to their label. The company hailed Iggy as “an Aussie girl, a global superstar, a style icon and … a great role model for women ” in their initial announcement, also praising her “down-to-earth attitude.” Not every underclothing aficionado swooned with delight, though.

The Fashion Spot reports that a significant wave of backlash ensued following the news that Iggy Azalea will be repping Bonds’ wares. Individuals posting to the company’s Facebook page — ostensibly customers of the aforementioned undergarment purveyors — expressed their displeasure by promising to return their togs for refunds and by threatening to swear off the brand completely.

At the end of the day, all of the ho-humming and hot sighing could be a boon for Bonds, as the company stands to benefit immensely from Iggy Azalea’s mass appeal and penchant for public hijinks. Indeed, Azalea already had some momentum brewing just prior to the Bonds announcement, when she spoke publicly about her much-anticipated collaboration with Britney Spears.

With so many irons in the fire these days, it’s hard to imagine that Iggy Azalea will have any time on her hands to stir up any new controversy on the ‘net in the foreseeable future. But if history offers any indication of where things go from here, she’ll surely find a way.

[Photo by Christopher Polk/Getty Images for Vevo]