Brand Faces Backlash Over Ad Showing Male Model In Women's Swimwear

Moana Bikini, an Australian swimwear brand, owned by fitness enthusiast Karina Irby, received much backlash after they featured male model Jake Young in their swimwear ad. The brand shared a video that showed Jake in a white ‘sugar slinky one-piece’. Even as this post gathered over 7,000 likes, the comments section criticised the brand for “bad marketing”. Many announced that they were unfollowing the brand. The critics argued that men should not wear women’s clothes. Moana Bikini has long hired diverse models to advertise their clothes. The brand’s tagline reads, “Swimwear designed for every BODY!”

A post shared by MOANA BIKINI (@moana_bikini)

Commenting on Jake’s video, an Instagram user wrote, “Is that a man? I thought you were about empowering women? Men seem to be trying to take over everything women hold sacred. Our safe spaces, our identity and now our fashion. I’m sorry you support whatever you like but I don’t agree with men in women’s swimsuits and trying to market it towards women. I’ve been a loyal customer for ten years but I’m done.”

Another mentioned, “Although this model is beautiful isn’t this supposed to fit female bodies with breasts etc? The only thing is that we cannot see how this swimsuit can be covering female parts.” In response, an Instagram user asserted, “These comments are weird…… the bathing suits are for anyone who wants to wear them. Why does someone in a bathing suit bother you so much lol”

The brand’s owner, Karina Irby responded to the criticism and wrote, “Moana has been empowering ALL bodies since 2011. This video really should shock you at all. If you have to announce your “anger” I strongly urge you to listen too – YOU NEED TO CALM DOWN by Taylor Swift, as I believe it was written for you. See you are special.”

Jake Young also commented on the post and wrote, “There are many different types of women. Women with different anatomy to what you consider “normal”. I am not a woman nor have I ever claimed to be. This post is simply empowering a minority & I’m forever grateful for that. Your hate is a reflection of your own insecurities, not mine. Thank you moana bikini.”

Despite the backlash on the first collaboration with Jake, Moana Bikini shared another post, featuring him.

A post shared by MOANA BIKINI (@moana_bikini)

Moana Bikini is not the only brand that has faced massive backlash for featuring queer people in their advertisements. Last year in April, transgender influencer Dylan Mulvaney faced a deluge of hate after she made a sponsored video for Bud Light, a popular American beer. Bud Light also saw a massive drop in sales following the trolling. Within four weeks its U.S. retail sales slumped by 26 percent.

A post shared by Dylan Mulvaney (@dylanmulvaney)

Three months after sharing the sponsored video, Mulvaney posted another video in which she revealed that she felt abandoned by Bud Light after facing “More bullying and transphobia than I could have ever imagined.” Mulvaney added that she “Was waiting for the brand to reach out to me. But they never did.”