Robert Irwin Heats Up the Internet with Bold Reptile-Inspired Underwear Shoot

One man who’s stealing the show is Robert Irwin, 21-year old son of late wildlife god Steve Irwin, who’s trending right now for a movement that’s having the internet do double takes — and even double taps. Recently, Robert (who is known for following in his father’s conservationist footsteps) has taken a surprising yet fitting detour into the world of fashion, starring in a bold new underwear campaign for iconic Australian brand BONDS. And yes, he did it with reptiles around him. Because, of course he did.

In this attention-grabbing campaign, Robert is half-covered in his underwear with snakes, spiders, and lizards crawling around it. Images and behind-the-scenes videos from the shoot have gone viral, like wildfire on social media. With nearly 7 million followers on Instagram, Robert’s fans were quick to respond — some with admiration, some with thirst, and many with quips that kept the campaign’s energy alive online. “I’m endangered and need rescuing,” wrote one fan, and another How Do You Feel? person added, “Suddenly I identify as a crocodile.” Others were just left speechless or threw around compliments like, “Holy moly. A legend” and “The internet broke today.

Now, it may be Robert’s first campaign of that ilk, but he jumped at the chance with the enthusiasm you’d imagine a man who’s spent his life leaping into crocodile-dotted waters would. Robert said that he didn’t need much convincing to join the cast, telling People magazine that Jon Hamm was also in the film. “It was an immediate yes, pretty much. I wished I could say I was very suave and cool about the whole thing, but I was like, ‘Yes! Let’s do it!’ Because Bonds in Australia is a complete icon.”

And shooting the campaign, often next to creatures that would send most running in the other direction, Robert was in his element. “I’ve spent my life wrangling crocs and snakes and saving animals,” he said. “So to showcase a little slice of that excitement in this new campaign, mate, it really has been a lot of fun. I mean, I’m surrounded by spiders and snakes except for this time, I’m in my undies.”

The campaign successfully combines Robert’s wildlife background with a playful and fashionable twist — showing off not only his good looks, but also his comfort with animals most of us wouldn’t even think to get too close to. The difference between sleek simplicity and full on chaos makes for an energy to the shoot that few other stars would be able to hold so easily.

The campaign also shines a light on Robert himself — not just as a conservationist, but as a budding media personality in his own right — beyond the photos and buzz. He is best known for his work with his family at Australia Zoo, which he operates with his mother Terri and sister Bindi. The zoo has always been the Irwin family’s home base and central to their mission of protecting wildlife and educating the public. But Robert himself has also joined the world of entertainment, today, hosting the Australian version of I’m a Celebrity…Get Me Out of Here.

In the People interview, Robert confirmed what many inquisitive fans were wondering — he’s single. He didn’t say much more, but that little acknowledgment has definitely sent some of his followers into overdrive, nice pairing with the steamy campaign. And with Robert’s star on the rise and undeniable charisma, it’s clear that Robert isn’t just emerging from his father’s shadow — he’s crafting a legacy of his own.

This BONDS campaign is not just a fashion moment — it is a cultural one. It’s fun, it’s daring, and it’s unmistakably “Robert.” It’s also a reminder that even a person who’s been raised in the wild can still manage to find new ways to amaze us — and break the internet while going at it.