An Australian model has been slammed for promoting her clothing brand while her country endures a national crisis.

Tammy Hembrow took to Instagram to post a photo of herself in pieces from her Saski Collection brand to raise money for the Australian bushfires. “100% profits today are going to emergency relief for the Australian bushfires,” she wrote, alongside a photo of her in pink bikini bottoms and a wet white tank top.

According to The Daily Dot, users blasted her in the comments for being “tone-deaf.” The image has since been deleted but was reposted by a fan account.

Following the criticism, Hembrow deactivated her Instagram account. She later reactivated it and replaced her original post with a different promotion that was captioned, “Today @saskicollection is donating 100% of profits from sales to Wildlife Rescue South Coast @wildliferescuesc,” and included a heartbreaking video of koalas being rescued from the Australian fires.

The Saski Collection’s official Instagram later reported that Hembrow raised $22,833 for the cause.

Kylie Jenner also recently drew criticism for the poorly-timed sequence of posts on her Instagram Stories over the weekend. After expressing her heartbreak towards the fact that “over half a BILLION animals have been killed in Australia,” she followed that up by sharing a photo of herself wearing Louis Vuitton mink fur slippers. She subsequently donated $1 million to various relief efforts providing aid for the wildfires.