Seafolly, one of Australia’s most celebrated and recognised 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 they/them pronouns and identifies as non-binary and transgender.
Some loyal customers said it feels like the fashion brand is ‘mocking women’.
‘Bye @seafolly. Never again. Been buying swimsuits from you for many years. Never again,’ one person wrote.
Another said the brand ‘deserves to be cancelled by women real women’.
Non-binary activist Deni Todorovič (pictured) has been announced as a new ambassador for Australian swimwear brand Seafolly
A third commented: ‘Boycott boycott boycott @seafolly erasing women is NOT OK! Shove you’re products I’m done!’
‘WTF @seafolly? Shame on you for mocking women,’ a fourth added.
While another declared: ‘After shopping @seafolly swimwear for years – I will be looking for another company to give my business to.’
Others were angry not just at the announcement, but that it came on the eve of International Women’s Day, March 8.
‘Seriously who gave this the go ahead on #IWD,’ one person said.
‘See now they are really just taking the p***. I will never buy this brand again and throwing out the couple I have.
Another wrote: ‘How dare you insult and degrade women with this… as your Ambassador.’
Supermodel Gigi Hadid (pictured) is one of the best known former faces of Seafolly
There was some support for the move, however, with one poster saying ‘Did you know trans people drink the same water and breath the same air as you?
‘You might want to consider this little conundrum.’
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 marks the first time iconic Aussie swim giants @seafollyaustralia have worked with a trans ambassador/brand partner,’ Deni said.
‘As (Seafolly’s) chief marketing officer said in our initial meeting, ‘It’s the first time of many more to come.’ I couldn’t be more honoured!’
Todorovič added: ‘We discussed authentic allyship and have had some very exciting conversations about how the brand can work with community. This is what allyship looks like.’
Todorovič’s role at Seafolly was 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 the its commitment to diversity.
‘As some one who hasn’t shopped at Seafolly for years I’ll be back now! Love seeing brands be inclusive and that is where I want my money to go,’ one woman wrote.
‘So amazing to see this, Seafolly. I love to see brands pioneering the celebration of pride and inclusion,’ another added.
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 customers were less than impressed by Todorovič’s role.
‘This is a joke. We support diversity and individuals’ decisions, but we don’t want to see women’s clothing that we want to purchase on a male body…’ wrote one.
‘There are other ways to support pride and individuals’ choices, but not this way. Sincerely, one of your long-time loyal customers.’
Another wrote: ‘As a woman, this is not what I want to look like in a bikini.
‘I won’t be buying this product. People need to get back to reality. Stop making our world into a circus.’
Due to the negative comments, Seafolly was forced to put out a statement condemning the ‘hateful language’.
‘We are here to celebrate the Australian beach lifestyle and inspire one another to feel confident at the beach,’ it said.
‘In this community, we do not tolerate abusive, offensive, hateful language, trolling, deliberate disruption of discussion, or spam.
‘Please be respectful of each other’s differences and remember to always be kind.’
The 34-year-old, who was assigned male at birth but uses they/them pronouns, also identifies as transgender
Todorovič’s involvement in the Seafolly campaign has sparked backlash from customers
Todorovič is also one of the national ambassadors for Bonds underwear
Many women agreed with Seafolly’s stance, with one writing: ‘I’m so embarrassed for the bigots in this comment section. Imagine writing awful things because a person wearing a swimsuit upsets you.’
Todorovič has become an increasingly formidable name in Australian fashion over the last few years.
The gender-bending socialite is also a national ambassador for Bonds underwear.
In 2021, Todorovič was criticised for turning Melbourne Fashion Week into a ‘pride parade’ while working on the event as a stylist and curator.
While they were hired to work backstage at the event, Todorovič shocked onlookers by storming the runway with a pride flag and a T-shirt with ‘they/them’ on the front, which overshadowed the models in the fashion show.
The performance reportedly upset fashionistas at the time, with one guest saying their political message ‘was being rammed down our throats’.
‘The show was all about Deni (Todorovič). The collection, (and) the designers who worked so hard to pull it together, was an afterthought,’ one attendee said.
In 2021, Todorovič was criticised for turning Melbourne Fashion Week into a ‘pride parade’ by storming the runway with an LGBT flag and a T-shirt with ‘they/them’ on the front
