The celeb, who has more than six million followers on Instagram, has been branded 'disingenuous' by animal-rights activists after she thanked Canada Goose for its 'efforts to make this world a better place'.
'Stop killing animals for coats'
Canada Goose has been under fire for several years as it continues to use Coyote fur - with high profile celebrities including Morrissey calling for it to 'stop killing animals for coats'.
"I'm proud to partner with Canada Goose and PBI to help raise awareness and ensure a future for Polar Bears," Upton wrote.
"I recently had the honor of visiting the new PBI House to learn about polar bears, polar bear research, and the role each of us plays in polar bear conservation."
The Instagram post received a heavy amount of backlash, with one user commenting: "Um is this a JOKE?! This company literally kills animals for fashion. Maybe you should really do some thinking before you endorse something #sellout."
While another said: "Killing animals in inhumane ways to line your parka hood with fur so that you can travel north to save the polar bears?? Really? Common! Making the world a better place?? LOL Do your research instead of attaching your name to these brands. 'Make a difference' somewhere else."