Non-binary model Deni Todorovič posing for Seafolly women's swimwear sparks backlash

In a move that has left many scratching their heads, Seafolly has tapped non-binary model Deni Todorovič to be the face (and body) of their latest campaign.

Unsurprisingly, the decision has ruffled some feathers, with critics calling it a publicity stunt or worse, another step in erasing women. Despite the brand's intentions to embrace diversity and break down gender norms, many critics are accusing the company of crossing the line. The move has sparked calls for a boycott of the brand which is otherwise known for its glamorous advertisements featuring some of the world's most famous female models including Miranda Kerr, Gigi Hadid, Shanina Shaik and Lara Worthington.

The image above appeared on Seafolly's Instagram, in a set of slides intending to celebrate pride in Australia. The other images in the slides show Seafolly shops with pride flowers and free drinks, in-shop DJ's, pride makeup sessions in their shops etc. The comments were overwhelmingly negative and have now been turned off.

Deni Todorovič said to the Daily Mail Australia: 'I told Seafolly "I will have people say it's iconic. But I will also have people tell me to kill myself, to burn in hell, that I'm a groomer, and that my mum should be ashamed." He continued: "It's all part and parcel of being a trans creator, and just being a trans person in Australia."

Among the critics is Alexandra Marshall, who said the swimwear brand was 'mocking women' and said she would boycott Seafolly. 'Bye @seafolly. Never again. Been buying swimsuits from you for many years. Never again,' she posted on Twitter.

Deni also said: "This is the first time many people have ever seen a trans person in a bikini, the first time Seafolly have used a trans person in a campaign. Trans people that have never seen themselves in an ad before." Fair enough but we saw Drag Queens in bikini ads way back in 2004 so there really is nothing new under the sun.

The boycott backlash looks to be severe here with many women promising to never buy the brand again.