Prada Sparks Controversy Naming Palestinian Rapper as Brand Ambassador

During Milan Men's Fashion Week last week, Italian luxury brand Prada announced rapper Saint Levant, also known as Marwan Abed Alhamid, as its new brand ambassador. The 25-year-old artist, born in Jerusalem to a French-Algerian mother and a Palestinian-Serbian father, has grown up in Gaza and Jordan and is recognized internationally for his multilingual music in English, Arabic, and French. His cultural identity and outspoken political views are closely tied to his artistic persona.

Saint Levant appeared in Prada's Spring-Summer 2027 show and features in the brand's official campaign wearing a pendant shaped like the map of "historic Palestine," representing the region's borders before 1948 and the establishment of Israel. He frequently wears this pendant during performances and uses his platform to advocate for a ceasefire, humanitarian aid to Gaza, and an end to the occupation. In a Harper's Bazaar interview, he dedicated his work to the Palestinian cause.

Prada's Instagram announcement to its 33 million followers ignited a heated political debate. Supporters praised the choice as "the right side of history," while critics condemned it as a political statement denying Israel's existence. Pro-Israel activist Chen Mazig criticized Prada for promoting what he called "hatred," highlighting Saint Levant's past praise of attackers involved in violence against Israeli sports fans and accusing the brand of endorsing the erasure of Israel.

Earlier this year, Prada also appointed Palestinian-American model Bella Hadid as its first global beauty ambassador, signaling the brand's engagement with figures connected to Palestinian identity. Prada's management has not publicly addressed the controversy or the symbolism of the pendant, but such campaigns are typically carefully curated. The appointment of Saint Levant has become one of the most talked-about moments of the current fashion week, reflecting the intersection of fashion, politics, and identity.

Mazig suggested a vision where Prada might choose both Israeli and Palestinian faces to promote peace, but lamented that hatred currently dominates, now "wearing Prada."