Jewish Groups Call for Boycott of Alo Yoga Over Bella Hadid Partnership Amid Controversy

Fashion activewear brand Alo Yoga recently announced supermodel Bella Hadid as its new campaign face, alongside Israeli actress Gal Gadot joining as a brand ambassador. The move has sparked significant attention due to the contrasting public narratives associated with Hadid and Gadot, especially in the context of the Israeli-Palestinian conflict.

Shortly after the campaign launch, Jewish organizations and anti-antisemitism advocates called for a boycott of Alo Yoga. The Instagram account StopAntisemitism criticized the brand for partnering with Hadid, linking her to a previous incident in May when two Israeli women received empty packages from Alo Yoga containing handwritten hateful messages such as "Death to the IDF," "Free Palestine," and "Hamas will win." The organization condemned Alo Yoga for not firing those responsible and accused the brand of ignoring the antisemitic incident.

The campaign features Bella Hadid in a sporty, natural look photographed by Mart Alas and Marcus Piggott. Hadid stated that the collaboration felt authentic to her personal wellness journey, emphasizing the importance of self-care rituals. Despite the criticism, Hadid has not been directly accused of antisemitism but has expressed criticism of Israeli policies.

Gal Gadot’s role as ambassador received less attention, possibly because Alo Yoga’s official channels highlight Hadid more prominently. The Israeli franchise of Alo Yoga is operated by the 911 Group. The boycott calls urge consumers to avoid Alo Yoga products until the brand demonstrates a clear stance against antisemitism.