Retail giant, Zara said it regretted the “misunderstanding” over campaign adverts featuring mannequins with missing limbs in rubble and statues wrapped in white after pro-Palestine supporters called for a boycott of the brand.
The fashion brand released a statement on Tuesday after several people said images posted by Zara for its campaign, The Jacket, resembled the situation in Gaza where 18,000 people have reportedly been killed amid the ongoing Israel-Hamas conflict.
The images showcased model, Kristen McMenamy posing amid rubble, damaged statues and mannequins draped in white cloth, which critics said was similar to the Muslim tradition of wrapping the dead in white.
And the award for most tone deaf brand of the year goes to @ZARA 🤮
— AHMED | أحمد (@ASE) December 9, 2023
🚨Using imagery of Israel’s genocide of Palestinians to sell their fast fashion brand of clothing. pic.twitter.com/H1vkAorfuC
Zara said: “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.”
Zara said the campaign, which was created in July and shot in September, presented “a series of images of unfinished sculptures in a sculptor's studio and was created with the sole purpose of showcasing craftmade garments in an artistic context"
Pro-Palestine sympathisers flooded the brands comment section, calling its choice to launch the campaign “tone deaf.” Several people said the apology was “too late.”
Palestinian artist, Hazem Harb wrote on Instagram: "There is a sinister depravity in the commercial mind that produced this ad, while we are living a real time genocide.
“'Using death and destruction as a backdrop for fashion is beyond sinister, its complicity and should outrage us as consumers. Boycott Zara.”
Social media influencer Burcin Kayabal wrote: "You're playing a game, but we're not buying it! Sharing this content clearly revealed your intentions. Does no one monitor your PR team? Completely disgraceful.”
The hashtag #BoycottZara has been trending on social media since Monday. Demonstrators gathered around Zara stores spray painting “Free Palestine” and “Free Gaza” on its windows.
Fast fashion giant Zara is facing boycott calls after its latest campaign featured mannequins with missing limbs surrounded by rubble, which has been compared to the horrifying images emerging from war-torn Gaza. #BoycottZara pic.twitter.com/xYIw4mES5n
— PALESTINE ONLINE 🇵🇸 (@OnlinePalEng) December 12, 2023
Last month, Marks & Spencer faced similar backlash after its Christmas advert showing burning colour paper hats that some on social media claimed resembled the Palestinian flag.
"We have removed the post following feedback and we apologise for any unintentional hurt caused," M&S said.
The Advertising Standards Authority (ASA) said it had received 116 complaints about M&S's advert.
Zara's campaign has led to 110 complaints to the ASA, across social media and TV, which it is currently reviewing.
