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.
ZARA ATELIER. Collection 04_The Jacket
A limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression. https://t.co/EiUO0avB4w pic.twitter.com/Mz2x6pH7ho— ZARA (@ZARA) December 7, 2023
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 latest Zara campaign depicts what appears to be dead bodies wrapped in white body bags, reminiscent of traditional Muslim burial attire, as well rocks, dust and rubble.
Wtf were they thinking? This is intentional atp pic.twitter.com/IjH844e8jE— ➳❥ (@VANITYxVAULT) December 9, 2023
call me insane but ZARA ’s new collection can’t be just a coincidence like there’s no way this is the advertising during these times when there’s a genocide going on pic.twitter.com/Coy3bB8bQp
— christian allister’s wife (@e_crimina1) December 9, 2023
how disgusting the world we live in,
how disgusting humans are when there is no humanity. #BoycottZara pic.twitter.com/u4F10hF5No— نور 🇵🇸 (@noor_a25) December 9, 2023
THIS IS DISGUSTING BEYOND WORDS !! #BoycottZara#CeaseFirelnGazaNOW pic.twitter.com/E7vOndjaYj
— MOhammad ZAin (@Mohammadzain_) December 10, 2023
Marketing over a #genocide.
New low. Our pain isn’t for sale.
Shame @ZARA. #boycottZara pic.twitter.com/PHWBrjyfKQ
— Enaam S. (@AnamSalem) December 9, 2023
Don’t tell me this is a coincidence @ZARA pic.twitter.com/RcSaHpSgSB
— Abu Hafsah (@AbuHafsah1) December 10, 2023
Boycott Zara after its new clothing collection features rubble & bodies, mocking the 1000s of Palestinians being massacred by israelis in Gaza pic.twitter.com/VjrdU3T4VF
— Sarah Wilkinson (@swilkinsonbc) December 10, 2023
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.
