Global fashion brand Saint Laurent (YSL) has ignited a firestorm of controversy by selecting Palestinian rapper Marwan Abdelhamid, known by his stage name Saint Levant. Abdelhamid, known for his antisemitic statements, as the face of its latest restaurant campaign, prompting calls for a boycott from Jewish organizations and customers worldwide.
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The campaign, which debuted Monday evening, promotes "Saint Laurent Sushi Park" – the brand's new Japanese dining venture in Paris, developed in partnership with Chef Peter Park.
Abdelhamid (24) has recently ascended to prominence in the global music scene while simultaneously becoming a source of controversy due to his antisemitic rhetoric. This past November, he incited outrage during a performance in Amsterdam by publicly endorsing attacks against Maccabi Tel Aviv supporters, declaring, "This isn't the first time they (the Jews) come to a country that isn't theirs and start shit."
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Born in east Jerusalem to parents of diverse heritage (Algerian, French, Palestinian, and Serbian), Abdelhamid spent his formative years in Gaza and received his education at an American school.
Currently, he splits his residence between Amman and Los Angeles, utilizing his platform to convey political messages. His stage name, which creates wordplay between "Saint Levant" and "Saint Laurent," may explain the rationale behind his selection for the current campaign.
The decision to choose Levant has elicited forceful responses from Jewish organizations including StopAntisemitism and SDS, which have initiated calls for a brand boycott. Across social media platforms, numerous followers are inundating the brand's pages with expressions of outrage, incorporating hostage symbols and Israeli flags.
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"You're going to lose many customers," wrote one follower on the brand's Instagram page, while another contributed: "I'm selling all your bags, even though they're now worthless."
Critics highlight a pattern of contentious choices by Saint Laurent, including their previous selection of Dua Lipa, who is known for her criticism of Israel, as the face of their Libre perfume campaign.
For Abdelhamid, who recently took the stage at Coachella festival and sat for an interview with Vogue magazine, this isn't his inaugural fashion industry collaboration – two years ago, he fulfilled the role of Dior's ambassador to the Arab world. In an interview with Harper's Bazaar, he stated: "Everything I do is focused on Israel and based on the Palestinian struggle."
