In early 2025, a digital advertisement featuring Palestinian rapper Saint Levant (Marwan Abdelhamid) announced the launch of Yves Saint Laurent’s new Paris restaurant, Saint Laurent Sushi Park. The rapper, known for his controversial support of Palestinian causes, has faced significant backlash due to his inflammatory comments, which some deem antisemitic and incitements to violence against Israelis. Jewish organizations and pro-Israel activists have rallied against this brand association, arguing that YSL’s partnership with the rapper promotes antisemitism. This initiative has sparked heated debates on social media, prompting calls to boycott YSL, reports 24brussels.
Saint Levant’s controversial advocacy for Palestinian issues, which he frames as a struggle against decades of occupation, has drawn extensive criticism. His affiliation with YSL has led detractors to accuse the brand of exacerbating tensions and endorsing antisemitism while questioning Israel’s future existence. Currently, YSL has yet to issue an official response regarding these allegations.
The brand and its global influence
Yves Saint Laurent (YSL) stands as one of the world’s most prominent luxury fashion houses. Established in 1962 by designer Yves Saint Laurent and his business partner Pierre Bergé, YSL has made a significant impact on both the fashion industry and global culture. Recognized for revolutionizing women’s fashion, YSL challenged traditional gender norms, empowering women through innovative designs.
Among the brand’s notable contributions is the introduction of the women’s tuxedo, Le Smoking, in 1966, which redefined the relationship between fashion and masculinity.
The launch of the Yves Saint-Laurent Rive Gauche boutique in Paris marked a significant milestone, making it the first haute couture house to offer an exclusive ready-to-wear line. This initiative elevated the perception of ready-to-wear items to the status of high-end fashion. YSL continues to exemplify luxury across clothing, accessories, cosmetics, and fragrances.
The brand’s image as a symbol of sophistication and creative rebellion has been bolstered by its relationships with artists and celebrities. The instantly recognizable logo designed by A. M. Cassandre in 1963 remains one of the most iconic in luxury fashion.
Recent campaigns and the association with Palestinian rapper Saint Levant
Yves Saint Laurent (YSL) faced substantial backlash following the promotion of a Japanese restaurant in Paris, Saint Laurent Sushi Park, which included Palestinian rapper Marwan Abdelhamid. The campaign has drawn widespread criticism, particularly from Jewish organizations and pro-Israel advocates.
At 24, Saint Levant is not only gaining fame for his music but also for his outspoken views on the Palestinian cause. His comments, often characterized by incitement against supporters of Israel, have sparked considerable public outrage.
During a performance in Amsterdam in 2024, he ignited controversy by supporting riots against Maccabi Tel Aviv soccer club fans, escalating tensions further.
Critics argue that YSL’s decision to collaborate with Saint Levant implicitly endorses his politically divisive views. As a result, various Jewish advocacy groups launched boycotts against YSL, accusing the brand of utilizing its platform to promote antisemitic sentiments. Social media platforms erupted with protests, featuring demonstrations, Israeli flags, and images of hostages.
Who is Saint Levant? His political views and controversies
Marwan Abdelhamid, known as Saint Levant, is a Palestinian rapper and singer-songwriter recognized for his multilingual music and vocal activism. Born on October 6, 2000, in Jerusalem during the Second Intifada, he is of mixed descent, reflecting Palestinian-Serbian and French-Algerian heritage. He spent part of his youth in Gaza before relocating to Jordan and later the United States for his education.
Saint Levant’s music blends modern R&B and hip-hop with traditional Arabic influences. His rise to prominence came with his 2022 single “Very Few Friends,” which garnered millions of views online. His work frequently intertwines personal narratives with political themes, particularly the Palestinian cause. Through his lyrics and media appearances, he advocates for Palestinian rights, highlighting issues of resistance, displacement, and occupation.
His candidness has sparked extensive debate, particularly surrounding his controversial political statements and collaborations, such as with Yves Saint Laurent. His tendency to promote polarizing views and endorse violence against Israeli supporters has fueled significant controversy among pro-Israel groups.
Accusations of antisemitism and boycott calls
Yves Saint Laurent (YSL) faced intense criticism in early 2025 following a marketing campaign featuring Saint Levant. Accusations against the rapper include antisemitic remarks and promoting violent actions against Israelis. Following the campaign’s launch, pro-Israel activists swiftly condemned YSL, urging a boycott under the hashtag #BoycottYSL. The group StopAntisemitism specifically criticized YSL for collaborating with what they described as a vile antisemite.
The controversy intensified following Saint Levant’s endorsement of violent actions during a November 2024 concert in Amsterdam, where he expressed gratitude towards rioters attacking Maccabi Tel Aviv fans. His indifference towards violence and support for such actions continues to draw scrutiny from observers and critics.
Is fashion apolitical in a polarized world?
The notion that fashion can remain apolitical is increasingly challenged in today’s politically charged climate. Stakeholders in the fashion industry—consumers and activists alike—are pressuring brands to take definitive stands on social, political, and environmental issues. Brands are now often expected to endorse messages of human rights, environmentalism, and diversity, thus complicating any claims to neutrality.
