Zara, the popular fast-fashion retailer owned by Inditex, recently faced significant backlash for a fashion campaign that evoked images of destruction in Gaza. The campaign, photographed by Tim Walker and featuring model Kristen McMenamy, was swiftly removed from Zara’s website and social media channels following widespread criticism online.
The imagery depicted McMenamy in a setting resembling a sculptor’s studio, with broken statues and damaged plasterboard in the background. In one particularly controversial image, McMenamy carries a mannequin draped in white material over her shoulder.
Zara stated that the campaign, conceived in July and shot in September before the start of the Israel-Gaza war, aimed to showcase handcrafted garments in an artistic context, representing unfinished sculptures in a sculptor’s studio. However, the timing of the campaign’s release, coupled with the sensitive imagery, led many social media users to interpret it as a trivialization of the conflict and the suffering in Gaza.
The hashtag #BoycottZara trended on X (formerly Twitter), with users expressing outrage and accusing the brand of insensitivity. One user commented that the campaign mocked the victims of the conflict and the destruction of their homes.
The UK’s Advertising Standards Authority received over 100 complaints regarding the campaign, alleging that the imagery referenced the Israel-Gaza conflict and was offensive. While the ASA is reviewing the complaints, a formal investigation has not yet been launched.
This incident follows a similar controversy involving Marks & Spencer, who apologized for an Instagram post depicting burning Christmas hats in the colors of the Palestinian flag. The image, taken from a Christmas advertisement filmed months prior, was intended to humorously depict dislike for paper Christmas hats. However, it was perceived as insensitive and subsequently removed. M&S issued an apology for any unintentional offense caused. The Zara incident underscores the importance of sensitivity and awareness in fashion advertising, particularly in relation to ongoing global conflicts and cultural sensitivities. The rapid spread of criticism on social media highlights the power of online platforms to hold brands accountable for potentially offensive content.
