Israeli Fashion Brand Supports Gaza with Anti-Hunger Initiative

## Israeli Fashion Initiative: Spotlight on Hunger

An Israeli fashion retailer, Comme il faut, has initiated a significant campaign to highlight the issue of hunger in the Gaza Strip. This movement, termed “Resist Hunger,” is distinguished as one of the first protests of its nature by an Israeli brand. The campaign showcases Israeli chefs dressed in black, holding empty pots against a somber black background, and is promoted in English, Arabic, and Hebrew on the company’s social media channels.

### A Call to Action

On its site, the brand articulated, “People are starving a short drive from us.” This message underscores an urgent appeal to “shout on behalf of all those who cannot shout.” Moreover, they demand an end to starvation in Gaza, emphasizing the plight of hostages within the region.

Romi Kaminer Goldfainer, who leads Comme il faut, elaborated on the brand’s political perspective in an interview with the Jerusalem Post. She stated, “We believe that fashion is also a political matter — just like food, just like everything in culture.” The campaign has ignited a mix of support and backlash on Instagram; some critics have remarked that “The only ones starving in Gaza are our hostages.”

### Controversy and Reports

The campaign’s urgency coincides with a recent report from the IPC, a well-regarded food security organization, declaring famine in Gaza City and adjacent areas. However, Israeli Prime Minister Benjamin Netanyahu has referred to the report as a “blatant lie.” Meanwhile, the Israeli Cogat authority claims that approximately 300 trucks of food aid are being delivered to the coastal region daily. Israel argues that the IPC’s conclusions are derived from inaccurate information provided by Hamas.

What are your thoughts on the intersection of fashion and political activism?