Zara, the Spanish apparel company, has pulled its latest advertising campaign after sparking backlash.
The campaign featured a backdrop of rubble and bodies wrapped in bags which has been compared to the destruction in Gaza by many online. On Monday, #BoycottZara began trending on X, formerly known as Twitter, with many calling the campaign “insensitive”.
Zara has since removed the controversial campaign. According to Al Jazeera, Inditex, the parent company of Zara, stated that the refresh of the site was part of the standard content process, changing over the photos which they state were taken in September, prior to the outbreak of the war.
The campaign in question was named “The Jacket”, part of the brand’s Atelier collection, features model Kristen McMenamy clutching a mannequin covered in white cloth, as well as other mannequins having missing limbs in the background. The campaign pictures show her surrounded by rubble. The ad showcased “a limited-edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression”.
The release of the campaign sparked major backlash on social media have compared the photos to the bodies of those killed in Gaza.
Palestinian artist Hazem Harb posted on Instagram, saying, “Using death and destruction as a backdrop for fashion is beyond sinister, it’s complicity and should outrage us as consumers, boycott Zara.”
Influencers Noor Amra and Hina Cheema also took to Instagram, with the message: “We have all seen the devastating images of shrouded bodies coming out of Gaza… It’s clearly a deliberate mock to Palestinians. They know exactly what they are doing.”
Dubai-based entrepreneur and founder of Kayali, Mona Kattan, also labelled the campaign “sick”.
Boycott Zara !!@ZARA
Our suffering is not your Aesthetic.
Our dying children are not your source of inspiration.
Have some shame. Some humanity. pic.twitter.com/qxDBFFsBsZ— Caffeinated Serenity (@writernextdoor_) December 9, 2023
Zara is yet to respond to the backlash.
