Rosie Huntington-Whiteley has come under criticism following her appearance in a campaign for the Russian fashion brand Ekonika amid ongoing conflict in Ukraine. The former Victoria’s Secret model and fiancée of actor Jason Statham featured in promotional materials for the footwear and accessories company, which were published on Ekonika’s website, Telegram channel, and displayed in Moscow’s advertising spaces.

The campaign identified Huntington-Whiteley as the face of the collection on Instagram, although she was not tagged. After a wave of negative responses, the brand removed the images from its Instagram account. Huntington-Whiteley has not issued any public statement regarding the backlash.

Commenters expressed their disapproval beneath an unrelated Instagram photo of the model sunbathing in Malta, describing her involvement with the Russian brand as “indefensible.” The critical comments flooded in days after the campaign’s promotional content was shared online.

Despite deleting the Instagram posts, Ekonika affirmed that the collaboration remains active. In a statement reported by the Russian fashion-focused Telegram channel MUR, which boasts over 210,000 subscribers, the company explained that "content featuring the model is subject to regional restrictions on its use on Instagram."

Although not officially linked to the Russian government, Ekonika holds a strong position within the commercial landscape of President Vladimir Putin’s Russia. Its principal shareholder, Andrei Iliopulo, is noted for his longstanding associations with the country’s political, business, and Orthodox institutions.

The controversy around Huntington-Whiteley’s work with Ekonika highlights the heightened sensitivity surrounding commercial engagements with Russian entities since the outbreak of hostilities in Ukraine.