Ilona Maher, an Olympic rugby star, found herself under fire after sharing a post she believed would have the opposite effect. She uploaded a series of photos meant to feel empowering.
Instead, many people didn’t appreciate it at all.
Keep reading to learn more.
Olympic rugby standout Ilona Maher has built a major social media presence, usually sharing upbeat, body‑positive content. But a recent post she intended as a message of resilience ended up alienating a large portion of her audience.
Maher walked the runway at the Sports Illustrated Swimsuit show in Miami last weekend, wearing bold bikinis that highlighted her physique. Her hair flowed behind her as she strutted confidently — all while on her period, something she openly acknowledged.
“Men think they are tough but they’ll never do Miami Swim Week wearing only bikinis while on their period like I did,” Maher wrote. “I applaud myself.”
Her reel was set to “I’ll Make a Man Out of You” from Disney’s Mulan. But what she assumed would come across as empowering didn’t land the way she expected.
Many women commented that they had done far more while on their period and didn’t appreciate the self‑congratulatory tone.
“This is not a flex,” one person wrote. “Almost all women continue to work, wear bathing suits, go swimming, etc… when on their period.”
“So she walked while on her period? Didn’t know us women could do such a thing,” another added sarcastically. While some praised her confidence, others felt the post was tone‑deaf to the realities many women face during their cycles.
“Imagine being a female soldier in the trenches of war during your period. Cramps, clotting and all! That’s bravery to me,” one commenter wrote.
“Imagine being a nurse, wearing all white, having super heavy periods, and still going to work for an 8–10 hour shift — five minutes on the runway is peanuts compared to that,” another said.
“Pretty sure that’s what a tampon is for when wearing a bathing suit,” someone else chimed in.
“Congratulations on walking while on your period. I didn’t know it was a flex. Now that I do, I’m going to tell everyone I did the same thing.”
Others questioned the logic behind her message entirely.
“Some women go to the beach while on their cycle. That’s not bravery. That’s called being a woman.”
“So stunning, so brave… The bastardization of words really needs to end. Bravery used to mean something,” another frustrated user added.
Maher, who hails from Vermont, first appeared on the cover of Sports Illustrated Swimsuit in September 2024, celebrated as a “revolutionary athlete and feminist trailblazer.”
This year, she appeared alongside Salma Hayek, Jordan Chiles, and her Dancing with the Stars co‑star Brooks Nader.
Maher has long expressed her desire to break into modeling. In 2022, she posted a video calling it one of her lifelong dreams.
“I’m committed to inspiring others to appreciate their body and to find their own beauty no matter what society says. I think I would be a great model for your issue,” she said at the time.
The 28‑year‑old has spent 11 years training and is in peak physical condition, hoping to serve as a body‑positivity role model.
What do you think of the backlash Ilona Maher received for her Sports Illustrated runway reel while on her period? Share your thoughts in the comments — and pass this along to see what others think.
