Legler, the 38-year-old former Olympic swimmer turned model, will front the brand's second Be You social initiative alongside Australia's Next Top Model alumna Tahnee Atkinson. Be You is Legler's first ever womenswear campaign and, according to Legler, aims to celebrate diverse expressions of femininity and "widen the spaces the women can take up".
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In 2012, the 1.8-metre tall Legler was the first woman to be signed to the men's division at one of the world's biggest modelling agencies, Ford Models. She went on to front menswear campaigns for denim label Diesel and US high-end boutique All Saints. Legler has since appeared in fashion editorials for Vogue, Vogue Paris and iD magazine and has been shot by photographic luminaries like Mario Testino and Inez & Vinoodh.
Also an accomplished artist, she now lives in Marrickville with her Australian partner – a senior policy adviser for the UN.
"This culture has a particular story about women and what that's supposed to look like. If you don't fit into that narrative then it's a struggle, no matter what end of the spectrum you land on," Legler said.
"No matter what your version of femininity looks like it's fierce and brave as hell and that's the element Be You is honouring and celebrating. It speaks volumes that The Upside would include a female-male model to be representative of femininity."
Meares also confirmed 10 per cent of the brand's July profits will be donated to Twenty10 and the Gay and Lesbian Counselling Service of NSW.
Twenty10 provides a range of specialised services for LGBTIQ people including housing and mental health assistance. Twenty10 executive director Brett Paradise, who is a fan of the label's new movement, told Fairfax Media The Upside's donations will help provide outreach services in Western Sydney.
"In our work with young people we are always promoting body positivity and dealing directly with the negative ways people view bodies and the resulting impact there self-worth and confidence. Messages like 'Be You' help us promote another way of thinking, being confident with who you are, your style and celebrating diversity," he said.
