A collection of customers have threatened to boycott Seafolly after the glamorous swimwear brand featured a bearded non-binary activist in an ad.
Similar to US lingerie brand Victoria’s Secret, Seafolly has been known to feature conventionally attractive female models including Gigi Hadid, Jesinta Franklin, Lara Worthington and Miranda Kerr (see below).
To mark Pride, however, Seafolly went against conventional beauty standards and hired non-binary activist, author and podcast host Deni Todorovič for one of its ads. Todorovič , who has a beard and chest hair, was seen strutting their stuff in a fluorescent yellow bikini.
View this post on Instagram
In an Instagram post on Sunday, Todorovič thanked Seafolly for the “once in a lifetime opportunity” saying it “means the world”.
Not everyone was happy, however. On Twitter, Alexandra Marshall, who writes for publications such as the Spectator, said she had “been buying swimsuits from you [Seafolly] for many years” but would “never again”.
— Alexandra Marshall (@ellymelly) March 8, 2023
She went on to say that the brand was “mocking” women.
Another Tweeter, who had an Aussie flag in their name, agreed with Marshall, saying that they too would no longer be shopping at the swimwear brand.
On Instagram, one user responded to the post on Todorovič’s page, saying that the move by Seafolly was “tokenism”.
It is the internet, however, so of course there was divided opinion. Some Tweeters mocked Marshall with one saying “I’m sure they will miss the $40 you spend once every decade”.
Another celebrated Todorovič for their fierce look, saying “what a vibe”.
In another post, Todorovič hinted that there could be more collaboration with Seafolly in the future.
“Today we made history. This marks the first time iconic Aussie swim giants @seafollyaustralia have worked with a Trans ambassador/brand partner. As the Chief Marketing Officer said in our initial meeting, it’s the first time of many more to come. I couldn’t be more honoured. This week I’ve been reminded of the many complexities of living as a trans non binary person in Australia, so to have this support from a brand I’ve admired since my days at Cosmo – is a true pinch me moment! “
Please login with linkedin to commentSeafolly
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]