Zara, the Spanish fast-fashion giant, has taken down a recently launched advertising campaign following widespread criticism, with many alleging that the images bore an unsettling resemblance to scenes of death and destruction in Gaza. The campaign, which showcased a line of jackets, was posted on Zara’s official social media channels earlier this month, featuring images of rubble, ripped plaster, and mannequins wrapped in plastic. Social media users pointed out one particular image of a model holding a mannequin shrouded in white, suggesting it resembled a corpse, leading to public outcry.
Zara Clarifying the intent behind the campaign
In response to the controversy, Zara released a statement shared with CNN on Tuesday, clarifying the intent behind the campaign. According to the company, the images were conceived in July and photographed in September, predating the October 7 attack by Hamas fighters on Israel. Zara asserted that the campaign aimed to present images of unfinished sculptures in a sculptor’s studio, with the sole purpose of showcasing craft-made garments in an artistic context.
Expressing regret over the misunderstanding and offense caused, Zara stated, “Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created. Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone.”
Despite the explanation, the campaign faced severe backlash on social media platforms, with calls for a boycott emerging on Instagram, TikTok, and other channels. The Advertising Standards Authority in Britain has reportedly received 110 complaints about the campaign, with complainants arguing that the imagery references the current Israel-Hamas conflict and deems it offensive. The Authority is reviewing these complaints but has not initiated an investigation as of now.
Israeli-Palestinian conflict
This is not the first time Zara has faced criticism related to the Israeli-Palestinian conflict. In 2021, the company’s chief women’s designer, Vanessa Perilman, engaged in a controversy involving inflammatory messages sent to Palestinian model Qaher Harhash on Instagram. The incident resulted in calls for a boycott, and Zara issued a statement emphasizing its commitment to respecting all cultures, religions, countries, races, and beliefs.
As of Tuesday morning, all images from the controversial campaign have been removed from Zara’s official website and social media accounts. The fashion retailer continues to grapple with public perception and backlash, emphasizing the delicate balance brands must maintain in navigating sensitive geopolitical issues in their marketing efforts.
