Online Accusations: Fashion Brand ‘Zara’ Allegedly Exploits Gaza Genocide in Advertising Campaign

The shoot sparks comparisons with images of Palestinian suffering.

Amid escalating global demands to halt Israel’s aggression in Gaza and the West Bank, fast fashion giant Zara finds itself at the center of a fresh controversy. The Spanish retailer has stirred the waters with its latest ad campaign, unveiling the Zara Atelier collection on its official social media platforms, and showcasing the collection with American model Kristen McMenamy.

The campaign depicts McMenamy standing in a room with mannequins covered in white shrouds surrounded by rubble. As per captions accompanying the posts, Zara’s latest is a “limited edition collection” to celebrate the label’s “commitment to craftsmanship and passion for artistic expression”. However, internet users are alleging that the ad bears a striking resemblance to images of Palestinians under Israeli occupation.

Zara has not offered any official statement addressing the claims. However, the most controversial picture from the ad campaign featuring McMenamy holding a ‘body’ wrapped in white sheets appears to have been removed from the label’s Instagram and X.

Outraged internet users condemned Zara’s insensitivity, alleging the use of tragic imagery to sell fashion items, and criticized the timing during the conflict. Calls for a boycott quickly gained momentum, with users expressing dismay over what they perceived as Zara’s exploitation of a humanitarian crisis.

Here are a few of the reactions by the netizens below,


The controversy adds to existing grievances against Zara, with some referencing past allegations of racial profiling in their stores. Critics argue that this campaign is not an isolated incident but rather a part of Zara’s history of insensitivity and alleged support for Israeli extremism.

The uproar against Zara’s campaign intensified as many individuals and groups advocated for a boycott, citing the fashion label’s alleged exploitation of human suffering for commercial gain.