The Seafolly swimwear brand is arguably one of Australia’s most celebrated and recognized brands.
The iconic Australian label is best known for its glamorous ad campaigns featuring some of the world’s most beautiful women, including Miranda Kerr, Gigi Hadid, Shanina Shaik, Lara Worthington, Samantha Harris, and Jesinta Franklin.
Now Seafolly has surprised some of its clients by hiring non-binary activist and stylist Deni Todorovič as an official ambassador and brand partner.
The 34-year-old man, who was assigned a male at birth but uses they/them pronouns, also identifies as transgender.
Posing in lime green Seafolly bikini bottoms and a matching costume, Deni gushed about making ‘history’ in a lengthy Instagram post over the weekend.
Non-binary activist Deni Todorovič (pictured) has been appointed as the new ambassador for Australian swimwear brand Seafolly
The 34-year-old man, who was assigned a male at birth but uses they/them pronouns, also identifies as transgender.
“This is the first time iconic Australian swimming giants @seafollyaustralia have worked with a trans brand ambassador/partner,” Deni said.
‘As the marketing director said in our kickoff meeting, this is the first time of many more to come. I couldn’t be more honored!
They added: ‘We discussed the authentic partnership and have had some very exciting conversations about how the brand can work with the community. THIS is what an alliance looks like.
Deni’s role in Seafolly was celebrated by several celebrities, including former Seafolly ambassador Jesinta Franklin.
Many shoppers also left positive comments on Seafolly’s official Instagram account to celebrate the brand’s commitment to diversity.
‘As someone who hasn’t shopped at Seafolly for years, I’m going back now! I love seeing brands be inclusive and that’s where I want my money to go,” wrote one woman.
“It’s amazing to see this Seafolly – I love seeing brands trailblazing in celebrating pride and inclusivity,” added another.
Supermodel Gigi Hadid (pictured) is one of Seafolly’s best-known former faces
Australian models Jesinta Franklin and Lara Worthington have also represented Seafolly
Victoria’s Secret model Shanina Shaik (pictured) is another supermodel who has starred in Seafolly campaigns in the past.
However, some consumers seemed less than impressed by Deni’s role with the swimwear brand.
‘This is a joke. We support diversity and individual decisions, but we don’t want to see the women’s clothes we want to buy, in a male body…’ commented one.
‘There are other ways to support pride and individual choice, but not this way. Sincerely, one of his long-time loyal customers,” they added.
Another wrote: ‘As a woman this is not what I want to see in a bikini. Will not buy this product. People need to come back to reality, stop turning our world into a circus.
Due to the negative comments, Seafolly was forced to release a statement condemning the “hate language”.
“We are here to celebrate the Australian beach lifestyle and inspire each other to feel safe on the beach. In this community, we do not tolerate abusive, offensive, hateful language, trolling, deliberate disruption of the discussion, or spam. Be respectful of others’ differences and remember to always be kind,” Seafolly said.
‘People need to come back to reality, stop turning our world into a circus!’ Deni’s inclusion in the Seafolly campaign has sparked a backlash.
Deni is also one of the national ambassadors for Bonds underwear.
Many women agreed with Seafolly, writing: ‘I’m so embarrassed for the fans in this comment section. Imagine writing horrible things because a person wearing a bathing suit bothers you.
Deni has become an increasingly formidable name in Australian fashion over the last year.
The gender-swapping socialite is also a national ambassador for Bonds underwear.
In 2021, Deni came under fire for turning Melbourne Fashion Week into a ‘pride parade’ while working on the event as a stylist and curator.
While Deni was hired to work backstage at the event, they wowed onlookers by storming the runway wearing a pride flag and a T-shirt that read ‘they/them’ on the front, dwarfing the models at the fashion show. .
Deni’s performance reportedly upset many fashionistas at the time, with one person saying that Deni’s political message was “getting down their throats”.
“The whole show was about Deni, the collection or the designers who worked so hard to put it together was an afterthought,” an attendee told the Herald Sun.
In 2021, Deni came under fire for turning Melbourne Fashion Week into a ‘pride parade’ while working on the event as a stylist and curator.