Latest News

Back to Latest News back


Lorna Jane urges women to beware of photo shoot scam

Lorna Jane urges women to beware of photo shoot scam
October 20, 2015

Leading activewear company, Lorna Jane, is urging women to take care after discovering a man, falsely claiming to work with the company, is requesting images of young women wearing Lorna Jane activewear and deceiving them into believing they will be used in the brand’s catalogue.

The man, who calls himself  ‘Victor’, has been approaching young women across Australia via telephone and asking them to email him photos of themselves wearing Lorna Jane clothing, specifically sports bras and shorts, for a chance to appear as a model in a their Jane catalogue.

The discovery came to light after a Gold Coast woman expressed disappointment on her social media that a company representative informed her to lose weight, undergo a cosmetic procedure and hide evidence of a disability if she were to be a model for the brand. 

Lorna Jane Public Relations Manager, Belinda Zordan, said the company started investigating the claims as soon as they were made aware of them and were shocked to discover a man has been pretending to be a Lorna Jane representative to trick women into sending him photos and had approached other women under false pretences.  Police were notified immediately by Lorna Jane and are currently investigating.

Zordan stated “unfortunately this person has preyed upon young women, knowing how much they trust the Lorna Jane brand, and taken advantage of them for the purpose of gathering photos for his own personal use.

“He has approached girls via a blocked telephone number, never met them in person and emailed them via a gmail email account claiming that he works for the company.

"It's extremely disappointing certain media were so quick to publish a story that was obviously a grossly incorrect version of the truth, blaming a Lorna Jane representative for this situation.  Unfortunately this is the latest in a series of completely untrue stories about the brand and we hope media are now more focussed on reporting the truth.”

The Gold Coast woman said the man came across as very professional and telrphoned her after seeing her photos and contact details on her blog.

She explained “he told me he thought I’d be great for a campaign shoot for Lorna Jane and to get some images through.  I was so excited about the possibility of being in a Lorna Jane catalogue as I adore the brand and what it stands for so sent the photos through.

“I thought it seemed odd when he told me I needed to lose weight, get some botox and hide my disability as I didn’t think this is something that a brand like Lorna Jane would ever do as they try to empower women.

“I’m so embarrassed now as I know it was a scam and feel sorry for Lorna Jane that media reported someone from their company would really say such awful things but at least it has caught this man out and hopefully stopped other women from being tricked,” she said. 

Lorna Jane is taking this situation extremely seriously and urges anyone that experiences a similar situation to contact the  police or the company immediately.

Zordan added “to feature in a Lorna Jane catalogue is highly desirable for many young women, but our customer safety is paramount. 

“Lorna Jane prides itself on empowering women and positivity and will continue to stay true to these values despite the media choosing to report otherwise.”



Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness



With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology



Our team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…

read more

Aquatics / Play / Recreation / Safety / Surfaces


Polin Waterparks

Polin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…

read more

Aquatics / Attractions / Play / Waterparks


Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology


Smart Connection Consultancy

Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…

read more

Consultants / Recreation / Sport / Surfaces



Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing



Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business