After receiving online backlash for her involvement in a promotional video for 51 Park, a luxury residential development in Herzliya, Israel, Gwyneth Paltrow has chosen to remain silent on social media and has not publicly addressed the criticism directed towards her.
The 53-year-old Academy Award winner starred in the commercial released by developer Aviv by Melisron, where she narrates a morning routine and praises the allure of park-side buildings, specifically in Herzliya, Israel, not New York as suggested by a driver in the ad.
The promotional clip, initially shared on YouTube and Instagram by the developer, gained significant attention after being reposted, sparking a strong public reaction. An Instagram post criticizing Paltrow’s participation in the ad by satirist account Saint Hoax garnered hundreds of thousands of likes and fueled a wave of disapproval on various social media platforms. Commenters pointed to the ongoing conflict in Gaza and the humanitarian crisis there as reasons why Paltrow’s involvement was deemed inappropriate.
Although Paltrow did not share the ad on her personal social media accounts, many users flooded her recent Instagram posts with Palestinian flags and messages advocating for a free Palestine.
In addition to public backlash, several notable figures joined the criticism. Activist Alana Hadid, sister of models Bella and Gigi Hadid, denounced Paltrow’s ad as ‘tone deaf’ and ‘complicit,’ while actor Geraldine Viswanathan expressed astonishment. Makeup influencer Matt Bernstein and influencer Ian Lightfoot also condemned Paltrow’s participation, highlighting the perceived greed and moral implications of her actions.
Nevertheless, there were supporters who defended Paltrow’s decision. Israeli author and influencer Hen Mazzig commended her for associating with Israel, stating that it should not be considered a career risk. Actor Selma Blair and musician David Draiman also showed support for Paltrow in separate social media posts.
Paltrow is not the only high-profile celebrity to face scrutiny for business dealings involving Israeli companies or projects. Leonardo DiCaprio, for instance, encountered online backlash for his financial involvement in a luxury eco-hotel near Tel Aviv and an Israeli cultivated-meat company. Other celebrities, including Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also been linked to supporting Israeli tech and business ventures.
Requests for comments from Paltrow and Aviv by Melisron representatives have not been immediately answered.