Hoodies advert starring Bar Refaeli taking off a niqab and stating 'freedom is basic' sparks controversy

Jacob Jarvis31 October 2018

An advert with the tagline ‘freedom is basic’ showing model Bar Refaeli taking off a face and head covering to reveal a jumper and jeans has caused controversy.

The film is part of a campaign for Israeli brand Hoodies and has been widely criticised on social media.

In it, Ms Refaeli is clad first in the black attire, while a quote reported to state ‘Is it Iran here?’ appears on the screen.

After this she pulls off the clothing, before flicking her hair and dancing to a song with lyrics about freedom.

She is revealed to be wearing a jumper and jeans beneath the veil and head covering

The ad reads 'freedom is basic'

She shared the 30 second clip on her Facebook page, which has nearly three million followers.

Comments on this mainly criticised the content, with one stating: “Respecting other woman's choices and not being RACIST is also ‘BASIC’.”

Another stated: “You've just scored one of the highest levels of stupidity+racism!”

A tweet, sharing the video, read: “This has to be the most ignorant and racist ad I’ve ever seen and I can’t believe a whole company approved this... I’m disgusted and at a loss of words.”

At time of writing, this had been retweeted more than 5,000 times.

Arguments ensued as to whether wearing the Niqab and the Hijab is a choice for Muslim women who do so or something forced upon them.

The model has been criticised over the ad's content
Getty Images

Some reported that the ad was posted on the brand’s Instagram account, though it is no longer there.

It does remain on Ms Refaeli’s Facebook page and the brand’s YouTube channel at time of writing and a similar one featuring more models is also online.

Ms Refaeli is a 33-year-old model and hosts The X Factor in Israel.

The Standard has attempted to make contact with Hoodies and Ms Refaeli's representatives.

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