Customers boycott Aussie swimwear label Seafolly after it hired a bearded non-binary ambassador

Seafolly, one of Australia’s most celebrated swimwear brands, is the subject of a boycott 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 in some quarters by hiring stylist Deni Todorovič as an ambassador.

Todorovič was assigned male at birth, but uses she/they pronouns and identifies as non-binary and transgender.

Author and artist Alexandra Marshall said it feels like the fashion brand is “mocking women” and said she would “never” buy Seafolly swimsuits.

Bye @seafolly. Never again. Have been buying swimwear from you for many years. Never again,” she wrote on Twitter.

Another said the brand ‘deserves to be canceled by real women’.

A third commented, ‘Boycott boycott boycott @seafolly erasing women is NOT OK! Push your products away. I’m ready!’

‘WTF @seafolly? Shame on you for mocking women,” a fourth added.

Another stated, “After years of shopping at @seafolly swimwear, I’m looking for another company to donate my business to.”

Others were angry not only at the announcement, but also on the eve of International Women’s Day, March 8.

“Seriously who gave this the go-ahead for #IWD,” said one person.

‘Look now they really just take the p***. I will never buy this brand again and throw away the pair I have.’

‘This is a joke. We support diversity and the decisions of individuals, but we don’t want to see women’s clothing that we want to buy on a male body…” one wrote.

“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.’

There was some support for the move, however, with a poster saying, “Did you know that transgender people drink the same water and breathe the same air as you do?”

“You may want to consider this little riddle.”

Another commented, ‘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.”

A third added: ‘So great to see this, Seafolly. I love seeing brands pioneer in celebrating pride and inclusion.”

While another person exclaimed, “Love your style and congratulations on your achievements so far.” A great role model for the non-binary community.”

Todorovič’s role at Seafolly has also been celebrated by a host of celebrities, including former brand ambassador Jesinta Franklin.

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 is the first time iconic Aussie swimming giants @seafollyaustralia have teamed up with a trans ambassador/brand partner,” said Deni.

“As[Seafolly]’s chief marketing officer said at our first meeting, ‘It’s the first time that many more will follow.’ I couldn’t be more honored!’

Todorovič added: “We discussed authentic alliance and had some very exciting conversations about how the brand can work with the community. This is what alliance looks like.’

Because of the negative comments, Seafolly was forced to issue 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.”

Todorovič has become an increasingly formidable name in Australian fashion in recent years.

The gender-bending socialite is also a national ambassador for Bonds underwear.

In 2021, Todorovič was criticized for turning Melbourne Fashion Week into a ‘pride parade’ while working as a stylist and curator on the event.

While being hired to work backstage at the event, Todorovič shocked spectators by storming the runway with a pride flag and a T-shirt that read “she/them” on the front, dwarfing the models in the fashion show.

The performance reportedly upset fashionistas at the time, with one guest saying their political message was “smacked down our throats.”

“The show was all about Deni (Todorovič). The collection, (and) the designers who worked so hard to put it together, was an afterthought,” said one participant.