Customers to boycott Aussie swimwear label Seafolly after it hired bearded non-binary ambassador
Seafolly, one of Australia’s most celebrated and recognized swimwear brands, is being boycotted after hiring a bearded, non-binary activist as its new ambassador.
The iconic bikini label is known for glamorous advertising campaigns featuring some of the world’s most beautiful women, such as Gigi Hadid, Shanina Shaik, Lara Worthington, Miranda Kerr and Jesinta Franklin.
But Seafolly has sparked anger by hiring stylist Deni Todorovič, who was assigned male at birth but uses she/she pronouns and identifies as non-binary and transgender.
Some loyal customers said it feels like the fashion brand is “making fun of women.”
Bye @seafolly. Never again. Have been buying swimwear from you for many years. Never again,” one wrote.
Another said the brand ‘deserves to be canceled by women real women’.
Non-binary activist Deni Todorovič (pictured) has been announced as the new ambassador for Australian swimwear brand Seafolly
A third commented, ‘Boycott boycott boycott @seafolly erasing women is NOT OK! Push your products away. I’m ready!’
‘WTF @seafolly? Shame on you for mocking women,” a fourth added.
While another stated, “After years of shopping at @seafolly swimwear, I’m looking for another company to donate my business to.”
Others were angry not only at the announcement, but also on the eve of International Women’s Day, March 8.
“Seriously who gave this the go-ahead for #IWD,” said one person.
‘Look now they really just take the p***. I will never buy this brand again and throw away the pair I have.
Another wrote: “How dare you insult and belittle women with this…as your ambassador.”
Supermodel Gigi Hadid (pictured) is one of Seafolly’s most famous former faces
There was some support for the move, however, with a poster saying, “Did you know that transgender people drink the same water and breathe the same air as you do?”
“You may want to consider this little riddle.”
In the campaign shoot, Todorovič posed in lime green Seafolly bikini bottoms and a matching cover-up.
They gushed about making “history” in a lengthy Instagram post over the weekend.
“This is the first time iconic Aussie swimming giants @seafollyaustralia have teamed up with a trans ambassador/brand partner,” said Deni.
“As[Seafolly]’s chief marketing officer said at our first meeting, ‘It’s the first time that many more will follow.’ I couldn’t be more honored!’
Todorovič added: “We discussed authentic alliance and had some very exciting conversations about how the brand can work with the community. This is what alliance looks like.’
Todorovič’s role at Seafolly has been celebrated by a host of celebrities, including former brand ambassador Jesinta Franklin.
Many shoppers also left positive comments on Seafolly’s Instagram page to celebrate its commitment to diversity.
‘As someone who hasn’t shopped at Seafolly in years, I’m back now! I love seeing brands being inclusive and that’s where I want my money to go,” one woman wrote.
“So great to see this, Seafolly. I love to see brands pioneering the celebration of pride and inclusion,” added another.
Australian models Jesinta Franklin and Lara Worthington have also represented the brand
Victoria’s Secret model Shanina Shaik (pictured) is another supermodel who has fronted Seafolly campaigns in the past
The glamorous Miranda Kerr (pictured) was one of Seafolly’s first celebrity models in 2007
But some clients weren’t too impressed with Todorovič’s role.
‘This is a joke. We support diversity and the decisions of individuals, but we don’t want to see women’s clothing that we want to buy on a male body…” one wrote.
“There are other ways to support pride and individual choice, but not this way. Sincerely, one of your loyal customers.’
Another wrote: ‘As a woman I don’t want to look like that in a bikini.
“I’m not going to buy this product. People need to get back to reality. Stop turning our world into a circus.’
Because of the negative comments, Seafolly was forced to issue a statement condemning the “hate speech.”
We are here to celebrate the Australian beach lifestyle and inspire each other to be confident on the beach.
“In this community, we do not tolerate abusive, offensive, hate speech, trolling, intentional disruption of discussion, or spam.
“Please respect each other’s differences and remember to always be nice.”
The 34-year-old, who was assigned male at birth but uses the pronouns she/she, also identifies as transgender
Todorovič’s involvement in the Seafolly campaign has generated customer responses
Todorovič is also one of the national ambassadors for Bonds underwear
Many women agreed with Seafolly’s point of view, with one writing, “I’m so embarrassed at the bigots in this comment section.” Imagine writing horrible things because a person wearing a bathing suit upsets you.”
Todorovič has become an increasingly formidable name in Australian fashion in recent years.
The gender-bending socialite is also a national ambassador for Bonds underwear.
In 2021, Todorovič was criticized for turning Melbourne Fashion Week into a ‘pride parade’ while working as a stylist and curator on the event.
While being hired to work backstage at the event, Todorovič shocked spectators by storming the runway with a pride flag and a T-shirt with ‘she/them’ on the front, eclipsing the models in the fashion show.
The performance reportedly upset fashionistas at the time, with one guest saying their political message was “smacked down our throats.”
“The show was all about Deni (Todorovič). The collection, (and) the designers who worked so hard to put it together, was an afterthought,” said one participant.
In 2021, Todorovič was criticized for turning Melbourne Fashion Week into a ‘pride parade’ by storming the runway with an LGBT flag and a T-shirt with ‘she/it’ on the front