A non-binary model campaigning for one of Australia’s most celebrated swimwear brands claims he warned Seafolly that the company would be bombarded with threats and abuse.
Deni Todorovič, 34, who was born male but she/who uses pronouns and identifies as non-binary, is the new brand ambassador for Seafolly.
The move has sparked calls for a boycott of the brand known for its glamorous ads featuring some of the world’s most famous female models, including Miranda Kerr, Gigi Hadid, Shanina Shaik and Lara Worthington.
Since the launch of the ad campaign — featuring a bearded Deni posing in lime green Seafolly bikini bottoms and a matching cover-up — the activist has been ruthlessly duped.
But speaking exclusively to Daily Mail Australia, Deni said such abuse was far from surprising.
“I said to Seafolly, ‘I’ll have people say it’s iconic. But I’ll also have people say I should kill myself, burn in hell, I’m a groomer and my mom should be ashamed.” said Deni.
Deni Todorovič, 34, who was male at birth and identifies as non-binary, is leading a campaign for one of Australia’s most celebrated swimwear brands, Seafolly
Speaking exclusively to Daily Mail Australia, Deni said hate comments had been pouring in since the campaign went public.
“I definitely expected that when I sat down with Seafolly, I was preparing them for this.
‘I told them, people will say “you’re trying to wake up, it’s symbolic”. I said they must have a statement ready to go.
“I’ve done it before with Bonds and David Jones. I feel very supported and very prepared.
“It’s all part of being a trans creator, and just being a trans person in Australia.”
Deni said the slurs directed at transgender people — such as “groomer” and “pedo” — echoed the attacks gay men faced in the past.
Writer Alexandra Marshall was among those who spoke out against the campaign, saying the swimwear brand “mocks women” and said she would boycott Seafolly.
Other trolls also took aim at Deni on Instagram, with one saying, “Since when do women have penises in their bikini bottoms. This is beyond disgusting and Deni, you’re trying to weed out biological women. regrettable’
Bye @seafolly. Never again. Have been buying swimwear from you for many years. Never again,” she wrote on Twitter.
Others took aim at Deni on Instagram, with one saying, “Since when do women have penises in their bikini bottoms. This is beyond disgusting and Deni, you’re trying to weed out biological women. regrettable.’
Going back to the comment in a video about their story, Deni said some women “do have penises” because not all of them want or can afford genital surgery.
Speaking to Daily Mail Australia, Deni said the criticism is still “deeply hurt” despite the predictability.
“The proud moment comes when I think about why such campaigns are so necessary,” Deni said.
Australian models Jesinta Franklin and Lara Worthington have also represented the brand
Supermodel Gigi Hadid (pictured) is one of Seafolly’s most famous former faces
Deni is also one of the national ambassadors for Bonds underwear
We need queer people on TV, in parliament and in power. And not just queer people, but also transgender people – in many parts of the world gay or lesbian people are considered okay, but being trans isn’t.’
Deni added that “really frenetic” laws are being passed, including Tennessee banning drag shows.
“Trans people are not exaggerating when we say that society is trying to exterminate and kill us.
“Trans people are much more at risk, for their safety, for abuse, for their safety.
‘In the UK, 52 percent of transgender people attempt suicide, in Australia transgender people attempt suicide 15 times more often than cisgender people.’
Responding to many comments that “women are the target audience” for Seafolly, and that he is part of a “marketing ploy to stir up controversy,” Deni said women have been starring in bikini campaigns for “50 years.”
“This is the first time many people have seen a trans person in a bikini, the first time Seafolly has used a trans person in a campaign. Transgender people who have never seen themselves in an advertisement.
‘Can’t we save room for them? You are trying to wipe us out, we are not trying to take your place at the table. We’re just trying to get a seat. You can give me a three-legged chair!’
‘Cisgender heterosexual people all have a thing for queerness.
“One in four people is queer, so think before you speak, before you tell someone to kill themselves. What will you do if you have a strange child? Or is your child’s best friend strange? Are you going to kick them out of the house?
“In the end, what influence do you have on my wearing bikini bottoms?” they added.
“Do your research before you come to us and tell us we shouldn’t exist, and trans erasure has been a thing for a long time.”
Deni’s involvement in the Seafolly campaign has generated customer response
Author and artist Alexandra Marshall (pictured) said it felt like the fashion brand was ‘mocking women’
While celebrating the new use of a transgender model in a swimsuit campaign, Deni said seeing the outline of a penis among swimmers wasn’t new.
“I wear bikini bottoms that are actually Speedos, which, last I checked, people with penises wear Speedos.
“So maybe you should just investigate and dig a little deeper into why me, essentially in a Speedo, feels like an attack on your gender identity, because that’s not what I’m trying to do.”
Deni’s role as a model for Seafolly has been celebrated by a number of celebrities, including the brand’s former ambassador, Jesinta Franklin.
Many shoppers also left positive comments on Seafolly’s official Instagram account to celebrate the campaign.
‘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.
While some praised the brand for presenting a diverse campaign, many more said they would boycott the company.
In 2021, Deni 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/them’ on the front.
Deni has become an increasingly formidable name in Australian fashion in recent years
Deni’s role at Seafolly was celebrated by a number of celebrities, including former brand ambassador Jesinta Franklin, but many more online said they would boycott the brand
‘This is a joke. We support diversity and individual decisions, but we don’t want to see women’s clothing that we want to buy on a male body…” said one of them.
“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.’
Due to the negative comments, Seafolly released 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.’
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.”