Australian Instagram star Tammy Hembrow is being criticized for pushing her clothing brand as her country grapples with a national crisis—even though it led to a boost in philanthropic fundraising.
In the wake of the devastating Australian wildfires, influencers and celebrities around the globe are pushing for better awareness and aid for the country. Hembrow attempted to join this movement, posting a racy photo of herself with the caption “100% profits today are going to emergency relief for the Australian bushfires.” The post was linked back to Saski Collection, a brand she owns.
People immediately pounced on the post, heaping criticism on Hembrow and calling it “tone-deaf.”
“Are u serious u post an ad while your country burns,” one person wrote, according to the Daily Telegraph. “Instead of promoting awareness you promote yourself.”
“Aren’t you in Australia,” another commenter said. “Shouldn’t you be worried about something other than yourself and how you look?”
Following the criticism her post received, Hembrow removed the photo. The now-deleted post was shared by a fan account, however, and features a tanned Hembrow—wearing a pink bikini bottom and drenched white tank—on the back of a boat. The comments on the fan account’s post are far more positive, primarily lauding Hembrow for contributing to the effort.
Apparently, in response to her critics, Hembrow briefly disconnected her Instagram account. Many of her 10.5 million followers took to fan pages and other sites to ask after her absence. Not long after it disappeared, however, Hembrow’s Instagram was back up and running.
On her newly restored page, Hembrow replaced her original post with a heartbreaking video of koalas in Australia. The same caption, promising that for one day “100% of profits from sales” of her brand will go to Wildlife Rescue South Coast, appeared on the new post.
According to a post from Saski Collection, Hembrow’s efforts raised $22,833 for the cause.
View this post on Instagram
We are so proud to be donating $22,833.00 on behalf of all our customers who made an order over the last 24 hours. This money is going directly to @wildliferescuesc in the hopes it will help support our precious Australian wildlife that have been impacted by this emergency. Again, we can not thank you all enough for your support ♥️ If you missed out on donating through us we have a highlight with further information on how you can help as well as a blog post on saskicollection.com #saskicollection
Kaylen Ward, another prominent Instagram user, raised an estimated half-million for various fundraisers working to aid Australia.
Hembrow did not respond to the Daily Dot’s request for comment.
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H/T Daily Telegraph