Zara, one of the most successful and wealthiest Spanish fast fashion retailers in the world and its founder Amancio Ortega, who is ranked as the 14thwealthiest individual globally, has sparked a new controversy and facing online backlash after releasing its new ad campaign, which has incited a wave of anger among people. In the most recent advertisement, the model Kristen McMenamy is seen donning ‘The Jacket’ and posing with a mannequin wrapped in plastic and white cloth, while other mannequins are without any limbs. Other pictures show the model posing inside a wooden box.
All the information you need to know regarding the dispute:
Picture posted by Zara that has now been deleted.
Zara’s Controversial Ad Campaign
‘The Jacket’ is part of the brand’s Atelier line, “a limited collection from the house celebrating our commitment to craftsmanship and passion for artistic expression,” the caption of the post stated. Although the main goal of the ad campaign was to highlight the jacket and versatility of the garment, according to social media users, the campaign was perceived as unsettling portrayal of macabre images of the people killed in the ongoing Israel-Hamas war. People expressed their opinions about the fast fashion company and harshly criticized it.
Many people called the brand out for utilizing the devastation and suffering of the bereaved community and individual as ‘props’ and decorations, while others boycotted it. People were quick to make the #BoycottZara trend on the internet. They heavily find similarities with the destruction in Gaza and drew a parallel between her standing in a wooden box and coffin pictures circulating on the internet. Online users called out resemblance of the white concrete wall to the building destroyed in Gaza, which has killed over 18000 people so far, including children and adults. Many consider the situation to damaging and have charged Zara of condoning violence.
The hashtag #BoycottZara is trending on the internet. “Marketing over a #genocide. New low. Our pain isn’t for sale. Shame @Zara. #boycottZara,” a comment read. Additionally, one of the plasterboards in the background of the image is shaped like the map of Palestine, as noted by an X user. A number of proponents of Palestine charged the campaign of “celebrating the demolition of Gaza” amidst the Israel-Hamas conflict.
Zara has been in the news for scandals before
Following the release of the campaign, people dug out a previous message from Vanessa Perilman, head designer at Zara, to Palestinian model Qaher Harhash on Instagram. “Maybe if your people were educated, then they wouldn’t blow up hospitals and schools that Israel helped to pay for in Gaza. Israelis don’t teach children to hate nor throw stones at soldiers as your people do,” Perilman said in 2021. According to reports, Zara experienced large financial losses as a result of the previous boycott. Though the brand has deleted the posts featuring the objectionable images from the social media platforms, despite the public outrage over the campaign. Zara has yet to issue a response regarding the controversy.
