In a recent development, Zara, the renowned fashion brand, finds itself amidst controversy and calls for a boycott following a contentious ad campaign. The campaign featured statues enveloped in white, drawing criticism for its alleged resemblance to photos of corpses draped in white shrouds in Gaza.
Zara responded by expressing regret and swiftly removing the images after tens of thousands of complaints flooded the company’s Instagram account. The fashion giant clarified that the campaign, conceptualized in July and photographed in September, aimed to showcase unfinished sculptures in a sculptor’s studio.
Despite Zara’s explanation, the hashtag “#BoycottZara” trended on social media, with the brand becoming the first major Western label to take such drastic measures following criticism of insensitive advertising amid the Israel-Hamas conflict. The company stated that the ads were used solely for presenting craft-made garments in an artistic context.
The controversy led to the removal of six posts showcasing the campaign from Zara’s Instagram page. The parent company, Inditex, confirmed the removal of the photos from all platforms. Zara had already taken down the “Atelier” photoshoot from its website and app home pages. The “Atelier” collection, consisting of six jackets priced from $229 to $799, now faces heightened scrutiny.
In an Instagram post, Zara expressed regret over the “misunderstanding” and apologized for any offense caused, reiterating its deep respect for everyone. Despite these efforts, the incident highlights the challenges brands face in navigating sensitive issues through advertising, particularly in the context of global conflicts.
