Collections Research volunteer Liz recently researched Object No: A9600-1, the “Chesty Bond” mannequin, from the Powerhouse collection, uncovering a story that stretches across decades of Australian advertising, identity, and design.
The Chesty Bond mannequin torso was originally developed as part of an advertising campaign to sell men’s underwear, particularly singlets, for Bonds Industries Limited. First introduced in 1938, the “Chesty Bond” image embodied a muscular, confident “Aussie bloke.” The character began not as a physical object, but as a cartoon creation by artist Syd Miller and advertising figure Ted Maloney.
During the Second World War, Chesty Bond evolved into more than just a marketing figure. In comic strips of the era, he was depicted as a heroic, almost superhuman character – capable of feats like sinking enemy submarines. This wartime portrayal strengthened his image as a symbol of strength, resilience, and national pride.
After the war, Chesty Bond took on a new form. The character was transformed into a three-dimensional mannequin, displayed in shop windows and inside retail stores. With rippling chest muscles, a square jawline, and a bright, confident smile, the mannequin visually reinforced the message that wearing a Bonds singlet was synonymous with being a strong, masculine Australian man.
The campaign proved remarkably successful. By 1972, 100 million Chesty singlets had been sold, and by 1982, that number had risen to 150 million. The Chesty Bond figure became deeply embedded in Australian consumer culture.
Today, the Chesty Bond mannequin is viewed as an important piece of retail and design history. It offers insight into past marketing strategies, as well as shifting attitudes toward body image, masculinity, and gender representation in Australia.
Thanks to Liz for uncovering such a fascinating story behind this iconic object.
Research and story by volunteer Liz. Blogpost by Karen Griffiths, (Volunteers Program Officer)