Yves Saint Laurent chooses controversial Palestinian rapper for its new campaign

Luxury fashion house Saint Laurent has sparked public outrage after naming Palestinian rapper Saint Levant as the face of its new restaurant campaign. The announcement, made yesterday, promotes the brand's new Japanese venture "Saint Laurent Sushi Park" in Paris, a collaboration with Chef Peter Park.

The 24-year-old rapper, whose legal name is Marwan Abd Lahmid, has recently gained international music recognition but has drawn criticism for antisemitic statements. Most notably, during a November performance in Amsterdam, Lahmid publicly endorsed attacks on Maccabi Tel Aviv supporters, stating, "This isn't the first time they (the Jews) come to a country that isn't theirs and start shit."

Born in East Jerusalem to parents of Algerian, French, Palestinian, and Serbian descent, Lahmid grew up in Gaza and received his education at an American school. He now divides his time between Amman and Los Angeles. His stage name, which plays on the words "Levant" and "Saint Laurent," may have factored into the brand's selection.

Jewish organizations, including StopAntisemitism and SDS, have responded by calling for a boycott of Saint Laurent. The brand's social media accounts are receiving numerous protest comments, with users posting Israeli flags and symbols representing current hostages.

Critics have noted this isn't Saint Laurent's first controversial partnership, pointing to their previous campaign featuring Dua Lipa for the Libre perfume line, citing her past criticism of Israel.

Lahmid's fashion industry involvement includes a previous role as Dior's ambassador to the Arab world. In a Harper's Bazaar interview, he stated, "Everything I do is focused on Israel and based on the Palestinian struggle."

The musician recently performed at Coachella and has been featured in Vogue magazine. Saint Laurent and its artistic director, Anthony Vaccarello, have not yet responded to the mounting criticism over their choice of ambassador.

Israel Hayom contributed to this article.