Saint Levant in the new YSL video campaign for “Saint Laurent Sushi Park Paris.” Photo: Screenshot

The French luxury fashion house Saint Laurent (YSL) is facing backlash for featuring Palestinian rapper Saint Levant, who has expressed support for violence against Israelis, in a campaign that debuted on Monday for the brand’s new restaurant.

On Monday night, YSL premiered a new video campaign for “Saint Laurent Sushi Park Paris,” an omakase dining experience in Paris opening on Feb. 21 that YSL developed in collaboration with Chef Peter Park of Sushi Park in Los Angeles. The partnership marks the debut of Sushi Park’s first permanent location outside of Los Angeles. In the video campaign, Saint Levant, whose real name is Marwan Abdelhamid, acts as a driver that takes passengers, including Madonna’s daughter Lourdes Leon, to the new restaurant.

YSL posted the video on its social media accounts, and the comments sections quickly filled with pro-Israel supporters vowing to boycott the brand for featuring who they described as a known antisemite in its new campaign. Social media users shared the hashtag “boycottysl,” and the organization StopAntisemitism asked the brand “Saint Levant is a vile antisemite – why are you partnering with him?” On YSL’s X account, one user wrote, “what are you thinking? these are antisemites representing your company.”

“You guys partner with Jew haters?” said one X user. Another wrote, “ANTISEMITISM is the evil. Stop hatred!”

Saint Levant has French, Algerian, Palestinian, and Serbian roots. The 24-year-old was born in Jerusalem, grew up in the Gaza Strip, and moved to Amman, Jordan, at the age of seven. During a performance in November 2024 in Amsterdam, Saint Levant publicly applauded violent antisemitic attacks in the city that targeted fans of the Israeli soccer team Maccabi Tel Aviv. “Quick little shoutout to our Moroccan brothers for what they did the other day,” the rapper told the audience at his concert. “Because it’s not the first time that they come to a land that’s not theirs and start some s—t. So thank you for taking care of business.”

His comments were criticized by a pro-Israel supporter on TikTok who accused Saint Levant of promoting “gross anti-Jewish rhetoric.” The rapper responded by again repeating his support for the premeditated and coordinated attack against Israelis in Amsterdam. He told the pro-Israel activist, “keep crying,” and wrote, “Thank you Morocco.”

Last month, Saint Levant attended a fashion show for YSL’s men’s winter 2025 collection. In 2023, he was chosen as Dior’s first fragrance ambassador for the Middle East and in an interview with Harper’s Bazaar that year he said about his activism: “Everything I do is really focused and based on the Palestinian cause and struggle. It’s 80 years of occupation, oppression, displacement, and ethnic cleansing ”

YSL has previously collaborated with outspoken critics of Israel, including model Bella Hadid for its fall 2024 collection. Singer Dua Lipa, who has accused Israel of “genocide,” is the face of the YSL Beauty fragrance Libre Flowers & Flames, which launched in the summer of 2024, but she has also promoted other items for the brand.