The marketing campaign lands as circumstances dealing with Gazans after almost two years of warfare are gaining consideration amongst Israelis in new methods.
(JTA) — Within the early days of the warfare in Gaza, the Israeli girls’s trend model Comme Il Faut launched a marketing campaign with distinguished fashions and feminine enterprise leaders drawing consideration to the Israeli hostages kidnapped by Hamas.
This week, the model turned heads once more: with a social media marketing campaign protesting alleged hunger amongst civilians in Gaza.
Israeli cooks and restaurateurs maintain empty pots together with the caption “Resist hunger” in Hebrew, English and Arabic within the marketing campaign, which was posted to the model’s Instagram and Fb accounts. The marketing campaign has stirred controversy and condemnation amongst an Israeli public that’s each prepared to finish the warfare in Gaza and torn over reviews about grim circumstances for the Palestinians who dwell there.
“We thought, due to what’s happening in Gaza and the starvation in Gaza, to do that picture shoot with folks from the meals business and cooks,” Romi Kaminer Goldfainer, the director ofComme Il Faut, stated in an interview. “We thought how tough it’s to speak about trend throughout this time — it’s even tougher to speak about meals and wine [and] eating when there’s this horrible starvation, like in a single hour away from Tel Aviv.”
Kaminer Goldfainer, whose mom Sybil Goldfainer based the model in 1987, stated she was impressed after seeing an Israeli chef’s latest social media put up about struggling to advertise their enterprise amid reviews of hunger in Gaza.
Palestinians run in direction of airdropped support packages, in Deir Al-Balah, within the central Gaza Strip, August 19, 2025 (credit score: REUTERS/Ramadan Abed)
“We make garments for girls, and we consider that trend can be a political factor, like meals, like something in tradition,” she stated.
The marketing campaign lands as circumstances dealing with Gazans after almost two years of warfare are gaining consideration amongst Israelis in new methods. Israel has lengthy rejected claims of hunger within the enclave, however final month, a world starvation monitoring group launched a report stating that components of Gaza meet its requirements for declaring a famine. Amid a world outcry and rising opposition among the many Israeli public to the warfare, Israeli information organizations have begun reporting extra usually on the plight of Gazans and a few anti-war protesters have began incorporating the pictures of Gazans into their demonstrations.
Humanitarian support to Gaza
However some Israelis have rejected the expressions of concern, charging that they symbolize giving support to an enemy and place the onus of duty unfairly on Israel — criticism additionally leveled lately at efforts by Diaspora Jews to blunt the privations of warfare on Gazans.
Such sentiments exploded within the feedback of Comme Il Faut’s Instagram posts.
“Inform it to Hamas. The meals is at their place,” wrote one consumer. One other posted, “The one ones who’re ravenous are our kidnapped. Disgrace of a marketing campaign.”
Kaminer Goldfainer stated the expectation of such a response deterred some potential individuals within the marketing campaign.
“Individuals are very afraid for his or her companies and for talking up,” she stated. She stated Comme Il Faut had reached out to virtually 100 Israeli cooks and restauranteurs to see if they’d take part within the marketing campaign, however many stated no or didn’t reply to their inquiry. Others cancelled after initially saying sure for concern of the backlash.
Ultimately, the marketing campaign featured a dozen Israeli cooks and restauranteurs, together with Michal Levit, a meals tradition researcher; Tamar Cohen Tzedek, the chef and proprietor of the restaurant Cucina Hess 4; Avivit Priel Avichai, the chef and proprietor of Ouzeria restaurant; and Aviram Katz, the restauranteur behind HaBasta, Mifgash Rambam and Morris Bar.
Within the caption of a number of the posts, the cooks wrote in Hebrew, English and Arabic that they “can now not keep silent within the face of the systematic hunger of the folks of Gaza and the hostages amongst them.”
“Our stomachs flip. From its depths, from the abysses of the soul, we cry out towards the hunger of tens of millions of harmless folks and kids, who’re perishing and dying en masse,” the captions continued.
Comme Il Faut additionally collaborated with Dad and mom In opposition to Little one Detention, an Israeli group that raises consciousness concerning the mass detention of Palestinian kids, on the marketing campaign.
“Our protest towards starvation is a protest on behalf of the kids and ladies, who don’t have any voice within the public sphere. For us this isn’t a political query however a fundamental ethical duty — no boy and woman ought to starve,” PACD wrote in an Instagram put up of the marketing campaign.
“The voices that come up from the meals group, from folks and girls whose lives are dedicated to meals and filling, echo our name: you have to not adjust to the truth of empty pots,” the put up continued. “We are going to proceed to struggle — till the pots are full.”
