Zara has expressed regret for what it calls a “misunderstanding” surrounding an advertising campaign that drew criticism for using images resembling those from the Israel-Gaza war. Following days of backlash on social media and complaints to the UK’s advertising watchdog, Zara decided to pull the remaining pictures.
The campaign, titled “The Jacket,” featured images of a model against backgrounds of cracked stones, damaged statues, and broken plasterboard. One photo showed a model holding a mannequin wrapped in white plastic. Some social media users claimed the images bore a resemblance to scenes from Gaza, prompting calls for a boycott of the fashion retailer.
In response to the controversy, Zara clarified that the campaign aimed to showcase craftmade garments in an artistic context. The company stated that the images portrayed unfinished sculptures in a sculptor’s studio and were conceived and photographed months before the conflict in Gaza escalated.
Despite Zara’s explanation, the campaign led to 110 complaints to the UK’s Advertising Standards Authority (ASA), which is currently reviewing the case. The ASA spokesperson noted that complainants argue the imagery references the Israel-Hamas conflict and deems it offensive.
Zara issued a statement expressing regret for any misunderstanding, stating, “Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone.” This incident comes after another retailer, M&S, faced criticism for an Instagram photo that some interpreted as referencing the Israel-Hamas conflict. M&S apologized and removed the post following feedback.
Zara’s “The Jacket” campaign had initially been described as an exercise in concentrated design, aiming to showcase the finest aspects of the brand’s creative and manufacturing capabilities.
