Gwyneth Paltrow Faces Backlash Over Israeli Luxury Tower Campaign

Oscar-winning actor and lifestyle entrepreneur Gwyneth Paltrow, 53, has come under fire after appearing in an ad campaign for a luxury real estate project in Israel. The campaign promotes “51 Park,” a development in Herzliya that will include two 51-story towers. Filmed in New York and launched this week, the ad has Paltrow saying, “There’s a reason the world’s most iconic buildings are next to a park,” and, when asked if she means New York, answering, “Herzliya. Israel.”

Although Paltrow did not post the video on her personal Instagram account, critics flooded her recent posts with anger over her support for a project tied to a country at war. Some commenters posted Palestinian flags and wrote “Free Palestine,” contrasting luxury housing promotion with the destruction in Gaza after three years of war. CNN said it contacted Paltrow for comment but had not received a response.

The campaign also drew harsh media reaction. In a Guardian opinion column, Arwa Mahdawi described the move as a striking disconnect and noted that Paltrow, known for her wellness brand, was now promoting real estate in a conflict-ridden country. The column said she has already been mocked online with the nickname “Gwynocide.”

Supporters of Israel argued that the criticism shows hostility toward Israel itself, pointing out that the project is in Herzliya, not in the West Bank or Gaza. Paltrow, who grew up in a mixed family with a Jewish father and has said she observes Jewish holidays, has previously expressed support for victims of Hamas’s October 7, 2023 attack and signed a letter calling for the hostages’ release. Her latest campaign has again turned a commercial endorsement into an international social media controversy.