Rosie Huntington-Whiteley Faces Backlash Over Collaboration With Russian Brand Ekonika

British supermodel Rosie Huntington-Whiteley, partner of actor Jason Statham, drew widespread online criticism after appearing in a promotional campaign for Russian fashion brand Ekonika.

Social media users called out the model for collaborating with a company operating out of Russia amid the ongoing full-scale invasion of Ukraine, as reported by UA.NEWS on July 31.

The Moscow-based retail chain Ekonika released a series of posts displaying images of Huntington-Whiteley, introducing her as the face of its new line.

The promotional photos and videos were not posted on her personal social media accounts, nor did the brand tag her handle.

Due to the missing tags, some social media users speculated whether the imagery was created using artificial intelligence, while Russian commentators expressed approval over an international celebrity endorsing a local enterprise.

Following the release of the advertisement, social media users left comments under Huntington-Whiteley’s Instagram posts to inquire about her partnership with a Russian business. Ekonika is a prominent Russian footwear and accessories retail chain founded in 1992.

Operating a wide network of stores across Russia, the brand specializes in women's shoes, bags, and fashion accessories, positioning itself in the mid-to-premium market segment.

Commentators reminded the model that Russia is carrying out Russia’s full-scale invasion of Ukraine and expressed disappointment regarding her decision.

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In response to the public reaction, Huntington-Whiteley turned off comments on her recent posts and deleted one of them. She declined to comment on her appearance in the brand's commercial.

In March 2026, American actor and singer Jared Leto applied to register the trademark “Jared Leto” with Russia’s Federal Service for Intellectual Property (Rospatent) to sell apparel and offer entertainment services, including music releases and film production.

The move sparked controversy, following previous backlash in late 2024 when the Thirty Seconds to Mars frontman told a Belgrade crowd that he missed his Russian fans and intended to tour Moscow and St. Petersburg once “these problems” were over.

His comments drew sharp condemnation from Ukraine’s Ministry of Foreign Affairs, which called his framing of Russia’s full-scale invasion of Ukraine an insult to those fighting for freedom, marking a stark shift from Leto’s earlier public support for Ukraine during his 2014 Oscars acceptance speech.

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