Love Island's Shawnee axed by health brand over 'fake everything' jibe

Australian supplement brand Nu Harvest has ended its association with Love Island Australia contestant Shawnee Schein and pulled a campaign she modelled for, after Schein made derogatory comments about a fellow contestant's body during Tuesday night's episode.

Mediaweek has reached out to Nine for comment.

Nu Harvest founder Georgie Stevenson announced the decision in a video posted to her Instagram account, saying the brand wanted to “address the situation as soon as possible.”

Campaign shelved

Stevenson said Nu Harvest had hired Schein, a fitness creator, as a model months before learning she would appear on Love Island Australia. The brand filmed a campaign with Schein in September.

"We have always been about female empowerment, we have always wanted to welcome everyone into our community, and celebrate all bodies no matter what," Stevenson said.

"So this is so unaligned to our brand, our values, and what we stand for.

"Even though Shawnee was just a model, we have made the decision that we will not be sharing any more content of this campaign."

Stevenson acknowledged the decision meant a loss of time and resources for the business, but said the brand's values took priority. She said Nu Harvest will move to a new strategy.

"For us, it is never okay to body shame or criticise a female's body, or you know, even comment on it," she said.

 

 

 

 

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A post shared by Georgie Stevenson (@georgiestevenson)

What sis Shawnee Schein say?

The comments aired during a conversation between Schein, 27, and her match, Lachie Cubis, after Cubis kissed contestant Ava Toulson during a challenge.

Schein said of Toulson: "Grabbing her flat ass, embarrassing." 

She added: "Fake t*ts, fake lips, fake everything."

Cubis responded that Toulson "Definitely got nothing on yours". Gesturing to Schein's body, he said: "She's got those … but not that … I like that better".

Schein later said: "Nah I'm being a little bit mean, sorry, I'm salty".

Viewer backlash

The remarks drew criticism from viewers on social media. One user described Schein as "a bully", while another wrote: "What she said about Ava was so nasty."

Another viewer pointed to Schein's own content, writing: "I find it so ironic how Shawnee posts about body positivity on TikTok, yet jumps to shaming Ava's physical looks all because HER MAN picked Ava to kiss in a challenge?"

Call for restraint

Stevenson also asked the public not to target Schein online. She said that while Nu Harvest does not condone Schein's comments, the brand also does not support online bullying.