The first lesson in marketing is to know your target audience, so I’m not sure what Aussie swimwear brand Seafolly were thinking when they decided to appoint a bearded non-binary person as their new ambassador.
Non-binary Australian stylist Deni Todorovič follows the likes of Gigi Hadid and Jesinta Franklin as the face and body of the brand, though there’s a few distinctions between them:
Todorovič, who uses they/them pronouns, took to social media with the following message:
Today we made history. This marks the first time iconic Aussie swim giants Seafolly 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!
Unfortunately for Seafolly, they ended up alienating a large chunk of their customer base by selecting a bearded non-binary person with a penis to represent their product. On International Women’s Day, no less! Here’s some of the reaction:
Congratulations @seafolly
Having a man as a brand ambassador for women’s swim wear is an absolute winner!!!! Seriously who gave this the go ahead on #IWD pic.twitter.com/ce4wEzAbCc
— Psycho Kanga (@Psychokanga) March 8, 2023
WTF @seafolly ? Shame on you for mocking women 🤦🏻♀️#australia #gowokegobroke pic.twitter.com/09L6hRoGn8
— Thinking Creature (@alinusya_thinks) March 8, 2023
So @seafolly an Aussie swimwear company has decided to hire this thing looking thing to be their “ambassador”… this man with a
d!!ck was also previously hired by @decjuba. Boycott both companies who are erasing women. 🖕🏼🖕🏼🖕🏼🖕🏼 @SydneyLWatson @LeilaniDowding @RitaPanahi pic.twitter.com/vhg6Gm0exF— Lioness 🇦🇲 🇦🇺 (@Lioness62726272) March 8, 2023
@seafolly has just lost a lifelong customer
And I have three daughters who will now not be wearing this brand
Corporations need to stop insulting women…we’ll take our money elsewhere
Didn’t @seafolly see what happened to @Hersheys ? #IWD2023 https://t.co/q1NFHzvxvI
— Katherine Deves 🇦🇺🚺 (@deves_katherine) March 8, 2023
Other comments say Todorovič looks “fierce”, “divine”, and is a “great role model for trans people”, so we’ll have to see how this bold marketing move by Seafolly pans out in the long run. They must have expected the general reaction though, right?
For the 007 producer who said that a future James Bond could be ‘non-binary’, click HERE.
