'Boycott Zara' calls after latest campaign. Here's why

Zara's ad campaign featured model Kristen McMenamy. (Image: @ZARA/X)

Spanish fashion retailer Zara came under social media’s ire after the launch of its latest campaign. The campaign, titled “The Jacket” is part of the brand’s Atelier series. However, the internet heavily criticised it for its alleged similarities to the destruction in Gaza.

The ad campaign features model Kristen McMenamy carrying a mannequin covered in white cloth, while other mannequins appeared to be without any limbs. A few others were also covered in shrouds.

According to social media users, the photos painted a morbid image of the bodies killed in the ongoing Israel-Hamas war and the destruction that the violence caused. “ZARA ATELIER. Collection 04_The Jacket A limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression,” the caption of the post read.

ZARA ATELIER. Collection 04_The Jacket
A limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression. https://t.co/EiUO0avB4w pic.twitter.com/nK15aTYNdJ

— ZARA (@ZARA) December 8, 2023

Several X users called the campaign disgusting and claimed that it was “inspired” by the dead bodies in Palestine. #BoycottZara soon started trending on X and people accused Zara of endorsing violence.

“You are disgusting!! Boycotting you forever!! Free Palestine,” a user wrote. Another user commented, “The most disgusting propaganda campaign ever inspired by the killing of Palestinians and the destruction of their homes. Shame on you.”

“You have officially become the most disgraceful organisation in the world with your genocide-endorsing post,” a third user remarked.

A fourth user added, “You will pay the price and lose your business in the Arab countries. You behaved foolishly and barbarically.”

“Shameful. All the people who worked on this campaign should resign immediately. Disgusting human beings,” another person wrote.

A user also pointed out that a certain hole on the wall resembled Palestine's map. "This hole in the wall looks like the map of Palestine upside down. Coincidence? I think not."

This hole in the wall looks like the map of Palestine upside down , coincidence? I think not pic.twitter.com/FpOcheLxq5

— Sinngle Bell December 9, 2023

See some other reactions here:

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A post shared by Hazem Harb (@hazemharb)

Disgusting pic.twitter.com/atfbCxZ5Gx

— December 9, 2023

#Zara, shame on you, what a cruel, repugnant organization you are. How could you mock the innocent murdered loved ones of others? This is sickening, and people from all over the world buy clothing from you. I hope this is shared as much as possible, and that you will experience… pic.twitter.com/kMmucljiBD

— Pepesrana (@Pepesrana) December 10, 2023

Artists are very soft hearted and sensitive but how insensitive you are Zara, Shame on you #BoycottZara pic.twitter.com/Gi3Bn1cW8S

— Aasia Khattak

I will never buy @ZARA AGAIN. pic.twitter.com/WxHWbqhw4W

— Mir Mohammad Alikhan (@MirMAKOfficial) December 10, 2023

@ZARA for stooping so low prioritizing greed over humanity & pretending it was harmless
#BoycottZara pic.twitter.com/mRVP41rX54

— Khadija (@khadijatweets_) December 10, 2023

Despite the public outrage, Zara is yet to issue a response of statement regarding the controversy. The brand has however deleted the posts featuring the images.