Spanish fashion retailer Zara is under fire for its latest advertising campaign, titled 'The Jacket,' which has drawn criticism for its perceived resemblance to the destruction in Gaza.
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The controversial images, featuring statues with missing limbs set against a backdrop of rubble, have sparked public outrage and calls for a boycott.
Zara describes the Atelier series, to which the campaign belongs, as "a limited edition collection celebrating our commitment to craftsmanship and passion for artistic expression."
However, the depiction of model Kristen McMenamy posing alongside mannequins wrapped in white cloth and plastic has ignited a storm of negative reactions.
Social media erupted with condemnation, with individuals and organizations expressing their dismay.
According to ETimes, Melanie Elturk, CEO of the fashion brand Haute Hijab, voiced her concern, describing the images as "sick" and questioning the appropriateness of the campaign.
Palestinian artist Hazem Harb called for a boycott, stating that using scenes of death and destruction for fashion is both sinister and complicit.
Dr Noor Amra and Dr Hina Cheema, Instagram influencers, jointly criticized the campaign, accusing Zara of being aware of the impact and intention behind the visuals.
Social media too erupted with condemnation as people expressed their anger and disgust, vowing to boycott the brand.
A user shared a side-by-side image comparing a sufferer from the Israel-Hamas conflict with the Zara ad on X (Twitter) and said, "Don’t tell me this is a coincidence Zara."
Another user wrote, "Boycott Zara after its new clothing collection features rubble & bodies, mocking the 1000s of Palestinians being massacred by israelis in Gaza."
"Marketing over a #genocide. New low. Our pain isn’t for sale. Shame Zara."
The controversy deepens as Zara remains silent, not offering any response to the growing criticism.
This is not the first time Zara has faced condemnation related to sensitive geopolitical matters.
In October 2022, Israeli Arabs initiated a boycott after Zara's franchise owner hosted a far-right political figure for an election campaign event. Videos circulated on social media showing people burning Zara clothing in protest.
The recent controversy intensifies the scrutiny of Zara's stance on ethical considerations, as consumers demand accountability.
Zara, founded in Spain in 1975, operates over 2,000 stores in more than 90 countries, including multiple outlets in the UAE.
