Angry shoppers petition Bonds to dump Abbie Chatfield's boyfriend Adam Hyde from latest campaign after fierce backlash

Bonds' decision to appoint controversial musician Adam Hyde as the face of its latest underwear campaign has sparked a fresh wave of backlash.

Angry shoppers have now launched a petition calling on the iconic Australian brand to cut ties with the performer, best known as Keli Holiday.

The Change.org petition, which had attracted almost 1,900 verified signatures at the time of publication, urges Bonds to immediately remove Hyde as an ambassador.

Fans claim the partnership threatens the company's long-standing image as a family-friendly Australian brand.

The petition argues Bonds has built its reputation on appealing to 'everyday families, tradies, battlers, parents, and ordinary Australians' and claims that image has been put at risk by Hyde's appointment.

It also references Hyde's past inflammatory social media comments, alleging they are incompatible with the values many customers associate with the retailer.

The petition concludes by calling on Bonds to 'immediately drop Keli Holiday as ambassador and choose a representative who truly embodies Australian unity and respect for everyday Aussies, rather than division and insults.'

It adds: 'Our national brand should bring us together, not celebrate those who tear us apart.'

The petition comes just days after Bonds found itself at the centre of a social media storm after unveiling Hyde as the face of its latest campaign celebrating the 25th anniversary of its Guyfront Trunk.

The Australian underwear giant announced on Sunday that the musician would model three limited-edition designs as part of the milestone campaign.

However, the collaboration was almost immediately met with fierce criticism online, with hundreds of followers questioning why the company had selected the controversial performer.

'How did we go from @robertirwinphotography to this clown,' one person commented, referencing previous Bonds ambassador Robert Irwin.

'Boycott Bonds,' another wrote.

'Time to burn our bras,' a third added.

'Ummm, not my first choice but you do you Bonds…' another follower commented.

'This is deadset the worst move for Bonds ever,' one user claimed.

Others were equally blunt.

'Gross!! Since when is so much hair sexy?' one person wrote.

'You've lost me. He's a total bloody flog. Read the room Bonds,' another added.

One customer also questioned the company's ownership, writing: 'Bonds are not Australian owned anymore. Should be promoting Australian goods.'

Another compared the company to rival underwear label Tradie, commenting: 'That reminds me, thanks @tradiebrand for having a better marketing team… and for just being a better brand.'

The backlash arrives during a turbulent year for Hyde.

In May, he was detained at the US-Canada border and denied re-entry into the United States while touring under his Keli Holiday project, forcing him to cancel the final stop of his North American tour in New York.

At the time, Hyde told fans he believed he had the correct travel documentation.

'Hello stunnas, unfortunately I'm not going to make it to tonight's show at Baby's All Right in NYC,' he wrote on Instagram.

'I have spent all day detained at the Canadian border and denied entry back into the US despite having the proper visa documentation in place. I'm still trying to get clarity on the situation myself.

'I hate letting people down and to be honest, really wanted to party with you all.'

A representative later confirmed he had returned to Australia following the incident.

Daily Mail has contacted Bonds for comment.