MADRID, Spain: Famous fashion brand Zara expressed regret for the ‘misunderstanding’ surrounding an advertising campaign featuring statues wrapped in white, which prompted calls for a boycott from some pro-Palestinian activists.
The controversial images, likened to photos of shrouded corpses in Gaza, were removed after tens of thousands of complaints on Zara’s Instagram account, leading to the trending hashtag #BoycottZara on X messaging platform.
Zara acknowledged the challenges faced by international brands navigating sensitivities related to the Gaza conflict. As the first major Western brand to take significant action in response to criticism of insensitive advertising, Zara clarified that the campaign, conceptualized in July and photographed in September before the October conflict, aimed to portray unfinished sculptures in a sculptor’s studio. The campaign also featured mannequins with missing limbs.
In an Instagram post, Zara expressed regret that some customers found the images offensive and stated that the removed photos were used “with the sole purpose of showcasing craft made garments in an artistic context.” The company emphasised its deep respect for everyone and regretted the misunderstanding.
The Advertising Standards Authority in Britain received 110 complaints, citing the campaign’s reference to the Gaza war as offensive. However, with Zara removing the ad, the authority stated it would not take further action.
Zara swiftly took down six posts from its Instagram page showcasing the “Atelier” campaign, and its parent company, Inditex, confirmed the removal of the photos from all platforms. The campaign had already been removed from Zara’s website and app home pages earlier. Despite the controversy, the “Atelier” collection, consisting of six jackets with prices ranging from $229 to $799, remained available for purchase on Zara sites.
