Activists demand Ralph Lauren boycott for featuring former Israeli soldier Gal Gadot

Activists have called for a boycott of American fashion label Ralph Lauren after it featured former Israeli soldier and outspoken Israel supporter Gal Gadot in its fall 2026 collection.

The brand released images of Gadot on Instagram on Wednesday, showing the Israeli actor modelling dresses from the collection.

The campaign immediately drew criticism over Gadot's vocal support for the Israeli army amid its genocidal war on Gaza, which has killed more than 73,000 Palestinians since October 2023.

Thousands of comments were posted beneath Ralph Lauren's Instagram post, with users urging consumers to boycott the brand and flooding the comments section with Palestinian flags.

Some social media users also accused Ralph Lauren of deleting comments critical of the campaign.

"I'm officially boycotting Ralph Lauren, so should you! Say no to the genocide supporters," one person wrote on X.

"At this point, featuring Israeli celebrities isn't just a branding choice, it's a loud political statement that tells us exactly where they stand. Ralph Lauren has made its position clear. If u stand with Zionism, expect to be met with the disdain that comes with it," another wrote.

Gadot served for two years in the Israeli military, including during Israel's 2006 war on Lebanon, and has repeatedly and publicly backed Israel.

Following the Hamas-led attacks on southern Israel on 7 October 2023, Gadot posted "I stand with Israel" on Instagram.

"I stand with Israel you should too. The world cannot sit on the fence when these horrific acts of terror are happening!" she wrote at the time.

Her continued public support for Israel has made her a frequent target of criticism and boycott campaigns as Israel's war on Gaza has devastated the Palestinian enclave.

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Gadot's collaboration with Ralph Lauren has also renewed scrutiny of major companies and celebrities that have maintained ties with or expressed support for Israel amid its attacks on Gaza and the occupied West Bank.

The actor, who has faced poor reviews for some of her recent work, was also the cover star of Modern Luxury magazine's September 2026 issue.

The shoot took place at the Jaffa Hotel in Tel Aviv, with Ralph Lauren among the fashion labels providing clothing, alongside Saint Laurent and Max Mara.

Ralph Lauren has separately faced criticism from pro-Palestine activists over its commercial links to Israel. The company has reportedly had a licensing relationship with Israeli apparel manufacturer Delta Galil.

The backlash comes days after sportswear giant Adidas apologised over its decision to feature another former Israeli soldier in a campaign promoting its Single Shoe service.

"We recognise that an image used in a recent local activation by the local team has raised concerns and strong reactions," Adidas said in a statement.

"It was never our intent to cause offence, and we apologise for anyone affected," the company added, although activists dismissed the apology as inadequate.

The advert featured Shalev Biton, a former Israeli soldier whose leg was amputated after he was wounded while serving in the Israeli military in 2021.

Adidas's Single Shoe service allows people with limb differences to purchase one shoe rather than a pair as part of an initiative aimed at making its products more accessible.

The choice drew particular criticism given that Gaza now has the highest per-capita rate of child amputees in the world, according to the UN, following more than two years of Israel's devastating military assault on the Palestinian enclave.

The backlash against Ralph Lauren and Adidas comes amid sustained international boycott campaigns targeting companies and public figures accused by activists of supporting Israel or maintaining commercial ties with the country during its war on Gaza.