The Spanish fast-fashion brand, Zara, is facing criticism for its recent campaign as consumers draw visual parallels between the ads and the ongoing crisis in Gaza. The campaign called “The Jacket” featuring model Kristen McMenamy and photographed by Tim Walker, showcases images of a deconstructed workspace with empty boxes, destroyed walls, dust, drywall, broken stones, and statues. Some of the statues are missing limbs, while others are wrapped in white cloth.
The campaign has sparked controversy as people drew connections between the fashion ad and the images from Gaza following the recent attacks by Hamas and Israel.
Some online users found the campaign insensitive, with debates about whether it was intentional.
Zara, addressing the criticism, stated that the campaign, conceived in July and shot in September, was not intentional. The brand expressed regret for any offense caused, removed the images, and reaffirmed respect for everyone involved.
In a statement issued days after the controversy first emerged, Zara posted: “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’s campaign has led to 110 complaints to the Advertising Standards Authority (ASA), across social media and TV, which it is currently reviewing.
A spokesperson for ASA said: “Complainants argue that the imagery references the current Israel-Hamas conflict and is offensive.”
Prior to the backlash, Zara said “The Jacket” campaign was “an exercise in concentrated design that is conceived to showcase the finest aspects of Zara’s creative and manufacturing capabilities, Zara Atelier offers one garment, six ways – and with unlimited possibilities”.
Main image: Indian Retailer
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