An Australian Instagram star was excoriated for posting a since-deleted photo of herself in a wet T-shirt in an effort to raise funds for the devastating bushfires in the country.
Tammy Hembrow, who has 10.5 million followers, briefly deactivated her Instagram account after posting the racy snap with the caption, “100% profits today are going to emergency relief for the Australian bushfires” and linking to Saski Collection, a swim- and athleticwear brand she sponsors, according to the Daily Telegraph.
People slammed the photo op as tone-deaf.
“Are u serious u post an ad while your country burns. Instead of promoting awareness you promote yourself,” one fan commented, the Telegraph reported.
Another wrote, “Aren’t you in Australia? Shouldn’t you be worried about something other than yourself and how you look?”
A copy of the photo — showing the busty mother of two in pink bikini bottoms and braless in a wet white tank top — was reposted by Hembrow’s fan account.
The model’s personal Instagram account was later restored with the same caption and a heartbreaking video of a koala amid burning brush.
On Tuesday, Saski Collection said it would donate more than $22,000 to Wildlife Rescue South Coast.
Other influencers have used their social media fame to raise money toward wildfire relief funds as infernos continue to ravage the country.
Kaylen Ward said she raised an estimated half-million dollars in just two days by trading naked photos for donations.
The fires, which have been burning since September, have killed at least 25 people and scorched more than 15.6 million acres — an area about twice the size of Maryland.
This story originally appeared in the New York Post.