“This Is Not How You Empower Women”: Swimwear Brand Known For Progressive Ads Divides Customers

“This is once again giving men the power over us and saying they do it better.”

A separate individual chimed in: “Horrible marketing. Why is it [that] everyone is trying so hard to be ‘woke’? The model is gorgeous, but this is not it.”

Despite some angry shoppers announcing that they had gone as far as to “unfollow” the brand’s Instagram page, as well as saying that they would no longer be purchasing Moana products, the business has gone on to double down on its decision to share the video.

The Instagram account, which is followed by 573,000 people, even replied to an upset commentator, stating: “If Jake in our bikini upsets you that much, we feel as though this may be a you problem.”