Social media users are fuming. They think that the latest Zara campaign is a mockery of the suffering of the Palestinians.
But what is the campaign about? And why do many think the designers are mocking a painful chapter in humanity’s history?
Zara faces social media boycotts after their latest ad campaign, ‘The Jacket.’ Photographed by Tim Walker and art-directed by French-American company Baron & Baron, the campaign shows model Kristen McMenamy donning various jackets in a stark white room, surrounded by wooden crates and concrete rubble. Many think that the images bear an unsettling resemblance to the Gaza genocide.
Why Are People Mad and Boycotting Zara?
Fast fashion retailer Zara is facing a severe backlash following the release of its most recent ad campaign, titled ‘The Jacket.’
The Spanish clothing giant’s campaign, featuring model Kristen McMenamy posing alongside mannequins wrapped in white cloth and plastic, has ignited public outrage.
Many think that the images bear an unsettling resemblance to the Gaza genocide, leading to calls for a boycott.
“The Jacket” is a prominent piece of Zara’s Atelier series, a limited edition collection that celebrates craftsmanship and artistic expression.
Photographed by Tim Walker and art-directed by French-American company Baron & Baron, the campaign showcases McMenamy donning various jackets in a stark white room, surrounded by wooden crates and concrete rubble.
The striking visuals include statues with missing limbs and structures shrouded in white cloth and clear plastic.
One particularly controversial image, seemingly removed from Zara’s website and social media, features McMenamy wearing a studded leather jacket with a plastic-wrapped mannequin hovering behind her.
Zara insists that the campaign’s primary focus is on design, but the imagery has triggered a passionate backlash.
Social media platforms exploded with condemnation as users expressed anger and disgust, pledging to boycott the brand.
Many viewers pointed out that the images seemed to draw eerie parallels to Islamic burial attire and an upside-down map of Palestine, reminding them of the ongoing conflict in Gaza.
Critics accused Zara of exploiting tragic events for marketing purposes, further fueling the controversy. Prominent Palestinian artist Hazem Harb also voiced his disapproval of the campaign, calling for a widespread boycott of the brand.
He took to Instagram to denounce Zara’s use of death and destruction as a backdrop for fashion, describing it as sinister and complicit.
Alongside, Harb shared clips of his video installation Burned Bodies (2008). This was put up at the Citta dell’Altra Economia, Rome, and interestingly, has a striking resemblance to the current Zara campaign.
His passionate plea resonated with many who shared his sentiment.
Influential Instagram personalities Dr. Hina Cheema and Dr. Noor Amra, who run the @storyofstyle and @eyegirlmd accounts, posted images from the Zara campaign, condemning the brand’s insensitivity.
In their joint post, they remarked:
“We have all seen the devastating images of shrouded bodies coming out of Gaza… It’s clearly a deliberate mock to Palestinians. They know exactly what they are doing.”
Their post garnered support, including a comment from Mona Kattan, the global president of Huda Beauty, who simply wrote, “Sick.”
Despite the widespread outcry, Zara has yet to issue a response or statement regarding the controversy.
This isn’t the first time Zara has faced backlash related to the Israel-Palestine conflict. In October 2022, Palestinians initiated a boycott campaign when Zara’s franchise holder in Israel expressed support for the Jewish Forces party.
Zara’s branches in occupied territories reportedly suffered significant financial losses due to the boycott, estimated at tens of millions of shekels within a short period.
This recent controversy intensifies the scrutiny of Zara’s stance on sensitive geopolitical matters and raises crucial questions about the intersection of fashion, politics, and ethical considerations.
As consumers demand accountability, the fashion giant navigates a challenging terrain where social responsibility and brand image hang in the balance.
What do you think of the public outcry that the Zara campaign has brought up? Do you believe it actually mocks the suffering of the Palestinians? Or are people reading way too much into it?
Let us know your thoughts in the comments below.
