An AFL WAG has been widely criticised after posting a sponsored “get ready with me” video on Anzac Day, with many accusing her of turning a day of national reflection into branded content.
Annalise Dalins, 25, fiancée of Collingwood player Josh Daicos, posted the reel on her personal Instagram before the traditional Collingwood versus Essendon clash at the MCG, tagging it as an advertisement in partnership with Australian label Forever New.
The Instagram reel, captioned “Come get ready with me for ANZAC DAY”, opens with Dalins acknowledging the significance of the occasion before pivoting to outfit details.
“As today is a super important special day it all just hits a little bit different paying our respects and really taking a moment to reflect,” she said.
She then shifts focus to her look for the match, commenting on the weather and styling choices.
“Melbourne has really delivered with the weather, it is the most beautiful afternoon,” she continued, adding it was good wear high heel shoes to “elongate her legs” with her skirt.
“I was planning on wearing this coat because I thought it would be freezing cold and it is like such a moment, however it is so warm, she won’t be coming with me this week,” Ms Dalins said.
The post quickly drew mixed reactions, with mainly heavy criticism flooding the comments section to call out the post for being “tone-deaf”.
“Monetizing for a little fit check off Anzac Days,” one wrote.
“But wait. Let’s go pies. This is horrible and very poor taste.”
Another user said, “This is putrid. they way the intro was I thought you actually meant it was a special day and you were going to reflect at a local dawn service lol but you turned it into a day about dressing up for footy lol.”
Some also took issue with the absence of traditional symbols of remembrance.
“I feel like she forgot the red poppy on purpose, as it didn’t ‘complete the fit,’” one claimed.
“You got to be a special type of ignorant and out of touch to think this was a good idea or remotely respectful,” another wrote.
Brands also weighed in, with Perce Eyewear posting: “Lest We Forget. The only note.”
Others suggested an Anzac pin would have “completed the look”.
The clip was later re-posted by satirical Instagram account, @TheParaSocialClub, where similar criticism followed.
However, not all responses were negative, with some defending Dalins’ decision to post on the public holiday.
“Good on her. It’s her job and she owns it. What she’s meant to have a day off because it’s Anzac Day?? Anzacs literally fought for this freedom.”
“I don’t see what’s wrong with it,” another said.
Since Monday morning, the Instagram reel had attracted dozens of comments and shares.
Ms Dalins and Forever New have been contacted for comment.