Livia Giuggioli, the former wife of British actor Colin Firth, has withdrawn an invitation for Gwyneth Paltrow to visit her Italian farm following the Hollywood star's appearance in a promotional campaign for an Israeli luxury property development.
The 56-year-old environmental campaigner branded Ms Paltrow's participation in the advertisement for 51 Park, a high-end residential tower in Herzliya, as "disgusting" in a video posted to Instagram on Friday.
"I just cancelled Gwyneth Paltrow," Ms Giuggioli declared, revealing the Oscar-winning actress had been scheduled to attend a "soil-to-fork farm experience" at her Tuscan property within weeks.
She posed a pointed question to Ms Paltrow: "How detached are you from reality? You're either so detached that you need to be cancelled, because you live in another world.
Gwyneth Paltrow appears in a commercial for luxury Israeli development 51 Park | 51 PARK"Or you're actually a really, really nasty person. Or you are stupid. Which are you, Gwyneth Paltrow?"
The promotional clip at the centre of the controversy depicts Ms Paltrow waking in a New York apartment, jogging through Central Park, and revelling in the virtues of residing near green spaces before instructing a taxi driver to take her to 51 Park.
"New York?" the driver enquires, to which she responds: "Herzliya, Israel... There's a reason the world's most iconic buildings are by a park."
The 51-storey development sits in a coastal city north of Tel Aviv, approximately 90 minutes' drive from Gaza.
Colin Firth and Livia separated in 2019
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Ms Giuggioli operates Quintosapore, a sustainable agricultural venture on the Tuscan-Umbrian border that she established alongside her twin brothers, Alessandro and Nicola.
She was married to Mr Firth for 22 years until their separation in 2019, and the couple has two sons, Luca, 25, and Matteo, 22.
The British actor, who co-starred with Ms Paltrow in the 1998 Oscar-winning film Shakespeare in Love, reportedly maintains close ties to the farm.
Ms Giuggioli, who founded the Green Fashion Awards, issued a broader call for the entertainment industry to hold accountable those she believes are supporting what she termed genocide.
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Gwyneth Paltrow is yet to address the backlash
| GETTY"I actually have an appeal for everyone in Hollywood, who for so many years cancelled people who were speaking out about the genocide," she stated.
"Now, I hope the reverse is going to happen - that Hollywood and people in Hollywood are going to start cancelling those who actually support the genocide."
The sustainability advocate, who backs a boycott of Israel, argued that Ms Paltrow had moved beyond mere silence on the conflict.
"She actually actively promoted the genocide, so it's totally complicit," Ms Giuggioli asserted.
Several recognisable faces appeared to react to Ms Giuggioli's call. Musician Annie Lennox and actress Amanda Abbington both reacted with love heart emojis to the video on Instagram.
Meanwhile, Loose Women star Nadia Sawalha weighed in: "Thank you. What a nice change. The cancellations for being Anti genocide are a disgrace.
The advertisement has provoked sharply divided responses across social media platforms as a whole. Critics accused Ms Paltrow of moral failings, while others argued she was well within her rights to star in the ad.
Neither Paltrow nor her representatives have publicly addressed Giuggioli's remarks.