Boycott Zara trends online for latest ads, brand accused of ‘mocking’ Gaza victims

Zara, the 'fast fashion' giant, is facing intense criticism over its recent advertising campaign, with social media users and influencers accusing the brand of insensitivity and disrespect amid (and for) the Israel-Hamas war in Gaza.

The campaign featuring missing limbs and rubble led to backlash among users online, who have been making boycott calls against the Spanish multinational.

The campaign

• Zara's latest campaign, titled "The Jacket", features model Kristen McMenamy posing alongside mannequins wrapped in white cloth and plastic, some with missing limbs, set against a backdrop of white rubble.
• The ad visual from December 8 also had a cutout cardboard that looked like an inverted map of Palestine.

• While the campaign insists it shows "its commitment to craftsmanship and passion for artistic expression" through the advertised "limited edition" garment's versatility, many on social media have drawn parallels to the destruction in Gaza.

According to the Associated Press, the death toll in Gaza has surpassed 17,900, with 90% of its population displaced since October 7.

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Outcry and boycott calls

• Public backlash has been swift, with Palestinian artist Hazem Harb expressing dismay on Instagram, saying, "Using death and destruction as a backdrop for fashion is beyond sinister, its complicity should outrage us as consumers."

• Influencer Noor Amra echoed the sentiment saying that the campaign seemed to mock Palestinians deliberately.
• An X user, Sarah Wilkinson called it the "most disgusting collection" ever. She also called for a "Zara boycott season".

According to Fortune, the retailer has nearly 3,000 stores, spanning over 96 countries.

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Silent response

• Despite the widespread outcry, Zara has not issued a formal response or statement addressing the controversy.
• However, some contentious campaign images have been deleted from the company's website and social media platforms, reported Arab News.

This isn't the first time Zara has faced criticism. In 2021, the company dealt with a similar situation when its head designer, Vanessa Perilman, made anti-Palestinian comments, which resulted in significant financial losses in some outlets due to a boycott.

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Boycott calls

• The call to boycott Zara can be seen as a part of a larger trend targeting multinational brands with alleged links to Israel and the USA or perceived support for them.
• Other brands such as McDonald's, KFC, Starbucks, and H&M have also faced boycott campaigns since October 7.

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