Swimwear giant Seafolly has announced its official brand ambassador amid widespread criticism for allowing a non-binary activist to promote her brand.
British-born, New York-based model Joanna Halpin, 31, has been the official face of the acclaimed swimwear brand’s latest campaign since early February.
The stunning model’s role was overshadowed this week when non-binary influencer Deni Todorovič, who uses she/they pronouns, claimed on social media that they are Seafolly’s “ambassadors and brand partners”.
Seafolly also issued a statement on Friday, insisting they “support all women” and that Halpin is their official ambassador, not non-binary transgender influencer Deni Todorovič.
Halpin made the point in an interview with News Corp’s Stellar magazine on Saturday, where she subtly alluded to the recent excitement surrounding Deni’s connection with Seafolly.
“Brands are now working with people who aren’t necessarily a model but more of a personality,” she said.
“It’s not just limited to models like it was in the ’90s with traditionally beautiful women.”
Seafolly has named British-born supermodel Joanna Halpin (pictured), 31, as the face of her brand after facing widespread backlash over hiring a non-binary activist to promote her swimwear during WorldPride
Seafolly also issued a statement on Friday, insisting they “support all women” and that Halpin is their official ambassador, not non-binary transgender influencer Deni Todorovič (pictured).
After days of criticism, Seafolly Australia finally issued a statement on their latest campaign on Friday, saying they continue to support and uplift women.
Writer Alexandra Marshall was among those who spoke out against the brand’s partnership with Todorovič, saying the swimwear brand “mocks women” and saying it will boycott Seafolly.
‘Bye @seafolly. Never again. Have been buying swimsuits from you for many years. Never again,” she posted on Twitter.
However, Seafolly denied that Todorovič was an ambassador for the brand and said they were a “special guest” at the brand’s World Pride event in Sydney.
“We would like to address the recent coverage of Seafolly’s participation in Sydney World Pride, where Deni Todorovič was invited as a special guest and wore a custom, not-for-sale Seafolly design,” the statement said.
“On Saturday March 4th Deni attended our Sydney World Pride event in store as our special guest. We decided to host this event to inspire everyone to feel seen, included and confident on the beach.
“Our global ambassador and the face of the brand this season is Joanna Halpin, a breakthrough model and photographer.
“We are passionate about supporting and uplifting women and expanding our representation of women living the Australian beach lifestyle.”
The statement concludes, “We are proud that our brand is inclusive and supportive of all women, including the LGBTQIA+ community and beyond.”
Halpin stuns with a series of sizzling photos for Seafolly’s new summer campaign
“Brands are now working with people who aren’t necessarily a model but more of a personality,” the stunning model told Stellar magazine
The British-born beauty flaunts her sun-kissed body in a patterned seafolly bikini
Last week, in a lengthy Instagram post, Todorovič gushed about making “history” over the weekend.
“This is the first time legendary Australian swimming giants @seafollyaustralia have partnered with a trans ambassador/brand partner,” they said.
They’ve since edited their caption to read, “Today we made history. This is the first time legendary Australian swimming giants @seafollyaustralia have collaborated with a trans person.
Seafolly’s move to collaborate with Todorovič sparked calls to boycott the brand, known for its glamorous ads featuring some of the world’s most famous female models, including Miranda Kerr, Gigi Hadid and Shanina Shaik.
Since the launch of the ad campaign, which has seen a bearded Todorovič pose in a lime green seafolly bikini bottom and a matching cover-up, the activist has been teased relentlessly.
In an exclusive chat with Chron Australia this week, the non-binary model claims she warned Seafolly the company would be bombarded with threats and abuse.
“I said to Seafolly, ‘I’m going to have people say it’s iconic. But I will also have people telling me to kill myself, burn in hell, that I’m a groomer and that my mother should be ashamed,” Todorovič said.
“I absolutely expected that when I sat down with Seafolly, I prepared her for that,” the socialite continued.
Speaking exclusively to Chron Australia, Todorovič said he has been inundated with hateful and abusive comments since working with Seafolly
Other trolls have also targeted 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 eradicate biological women. regrettable’
“I told them people will say, ‘You’re trying to wake up, it’s symbolic.’ I told them to have an explanation ready.
“I’ve done it before with Bonds and David Jones. I feel very supportive and very well prepared,” they said.
“It’s all part of being a trans creator and just being a trans person in Australia.”
Todorovič said the slurs against transgender people, such as “groomer” and “paedo,” reflected attacks that gay men had faced in the past.
Australian models Jesinta Franklin and Lara Worthington have previously represented the brand
Supermodel Gigi Hadid (pictured) is one of Seafolly’s most recognizable former faces
Others have targeted Todorovič on Instagram, saying: “Since when do women have penises in their bikini bottoms. This is beyond disgusting, and Deni, you’re trying to eradicate biological women. Regrettable.”
Hitting back on the comment in a video accompanying her story, Todorovič said some women “have penises” because not all want — or can afford — genital surgery.
Speaking to Chron Australia, Todorovič said the criticism, while predictable, was still “deeply hurt”.
“The moment of pride comes when I think about why campaigns like this are so necessary,” they said.
“We need queer people on TV, in parliament and in power. And not just queer people, but trans people — in many parts of the world, it’s okay to be gay, but not trans.”
Deni is also one of the national ambassadors for Bonds underwear
Writer and artist Alexandra Marshall (pictured) said it felt like the fashion brand was “mocking women”.
While celebrating the novel use of a transgender model in a swimwear campaign, Todorovič said that seeing the outline of a penis beneath swimmers is hardly anything new.
“I’m wearing bikini bottoms, which are basically Speedos, which last time I checked people with penises are wearing Speedos.
“Maybe you just need to investigate and dig a little deeper into why wearing a Speedo essentially makes me feel like an assault on your gender identity, because that’s not what I’m trying to do.”
Todorovič’s role as a model for Seafolly has been 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 campaign.
“As someone who hasn’t shopped at Seafolly in years, I’ll be back! I love seeing brands in an inclusive way and that’s what I want to put my money into,” wrote one woman.
“So amazing to see, Seafolly. I love seeing brands that celebrate pride and inclusion,” added another.
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 “they/them” written on the front
Deni has become an increasingly formidable name in Australian fashion in recent years
While some praised the brand for presenting a diverse campaign, many more said they would boycott the company.
‘This is a joke. We support diversity and individual choices, but we don’t want to see women’s clothing that we want to buy on a man’s body…” commented one.
“There are other ways to support pride and individual choices, but not in this way. Sincerely, one of your longtime loyal customers.’
Another wrote: “As a woman, I don’t want to look like that in a bikini.
“I will not buy this product. People need to get back to reality. Stop making our world a circus.”
Due to the negative comments, Seafolly released a statement condemning the “hateful language.”
“We’re here to celebrate the Australian beach lifestyle and inspire each other to feel confident on the beach,” the brand said.
“In this community, we do not tolerate abusive, abusive, hateful language, trolling, intentionally disrupting discussions, or spam. Please respect each other’s differences and remember to always be kind.’
Many women agreed with Seafolly’s stance and one wrote: “I am so ashamed of the fanatics in this comment section. Imagine writing horrible things because a person wearing a bathing suit upsets you.’
On Friday, Seafolly Australia issued a statement on their latest campaign, saying they continue to support and uplift women. The statement also noted that Todorovič was not the brand’s new ambassador but was a “special guest” at their World Pride event in Sydney
Deni’s role on Seafolly was hailed by a slew of celebrities, including former brand ambassador Jesinta Franklin, but many more said online they were boycotting the brand