US-Dutch-Palestinian model Bella Hadid has become the face of Alo’s Pre-Fall 2026 campaign, but the launch has quickly sparked controversy online.
The campaign, which was released this week and photographed in Los Angeles, features Hadid modeling the activewear brand’s latest collection. Soon after its release, however, pro-Israel groups began criticizing Alo for partnering with the model, who has long been outspoken in her support for Palestinian rights.
Neither Hadid nor Alo has publicly responded to the criticism.
Pro-Israel Groups Call for a Boycott
The backlash has largely been led by the Instagram account StopAntisemitism, along with other pro-Israel and Jewish organizations, which condemned Alo’s decision to work with Hadid.
StopAntisemitism shared posts urging followers to boycott the brand, arguing that Hadid’s political views made her an inappropriate choice for the campaign. The criticism quickly spread across social media, with comment sections filling with users claiming they would no longer support the company because of the collaboration.
Critics Revive Earlier Package Controversy
As part of the criticism, StopAntisemitism also referenced an earlier controversy involving Alo.
The account pointed to claims made by two Israeli customers who said they found handwritten messages inside empty packages they received from the brand. According to screenshots shared online, the notes included phrases such as “Free Palestine,” “Victory to Hamas,” “From the river to the sea,” and “Death to the IDF.”
Alo has never publicly addressed the alleged incident or released a statement regarding the reported messages.
Gal Gadot’s Partnership Adds to the Debate
The timing of Hadid’s campaign has also fueled discussion online because Israeli actress Gal Gadot recently announced a collaboration with Alo.
Gadot shared an Instagram Reel in partnership with the brand, revealing she had joined Alo’s ambassador roster while wearing one of its outfits and using the hashtag #AloAmbassador.
The two collaborations have prompted online debate, with some questioning where the brand stands politically by working with two public figures who hold sharply different positions on the Israeli-Palestinian conflict.
Alo Has Highlighted Bella Hadid’s Campaign
Despite Gadot’s ambassador announcement, Alo’s official social media channels have not prominently featured her partnership.
By contrast, Hadid has been heavily promoted across the brand’s platforms. She appears throughout Alo’s social media pages, and the company’s official Instagram account directly links followers to her Pre-Fall 2026 campaign.
The backlash highlights how fashion brands are increasingly finding themselves at the center of political debates, especially when working with public figures who are outspoken on global issues. As of now, Alo has not publicly addressed the criticism.
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