Iconic swimwear brand hires non-binary activist for new campaign

2023-03-08

Iconic Australian swimwear label Seafolly hires a non-binary activist with a beard as its new ambassador – following in the footsteps of Gigi Hadid, Miranda Kerr and Jesinta Franklin as models for the brand

Seafolly is arguably Australia’s most celebrated and recognised swimwear brand.

The iconic bikini label is best known for its glamorous advertising campaigns featuring some of the world’s most beautiful women, including Miranda Kerr, Gigi Hadid, Shanina Shaik, Lara Worthington, Samantha Harris and Jesinta Franklin.

But Seafolly has now raised eyebrows among its customers by hiring non-binary activist and stylist Deni Todorovič as an official ambassador and brand partner.

The 34-year-old, who was assigned male at birth but uses they/them pronouns, also identifies as transgender.

Deni posed in lime green Seafolly bikini bottoms and a matching cover-up for a campaign shoot released just before International Women’s Day.

Non-binary activist Deni Todorovič (pictured) has been announced as a new ambassador for Australian swimwear brand Seafolly

The 34-year-old, who was assigned male at birth but uses they/them pronouns, also identifies as transgender

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.

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‘As the chief marketing officer [for Seafolly] said in our initial meeting, “It’s the first time of many more to come.” I couldn’t be more honoured!’

They 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.’

Deni’s role at Seafolly was celebrated by a number of celebrities, including former brand ambassador Jesinta Franklin.

Many shoppers also left positive comments on Seafolly’s official Instagram account to celebrate the label’s 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.

Supermodel Gigi Hadid (pictured) is one of the best known former faces of Seafolly

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

However, some consumers were less than impressed by Deni’s role with the brand.

‘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…’ commented 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,’ the brand 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.’

Deni’s involvement in the Seafolly campaign has sparked backlash from customers

Deni 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.’

Deni 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, Deni was criticised 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 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.

Deni’s 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. The collection, [and] the designers who worked so hard to pull it together, was an afterthought,’ one attendee told the Herald Sun.

In 2021, Deni 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

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