Zara has issued a statement expressing regret over a recent ad campaign that faced criticism for featuring images resembling scenes from the Israel-Gaza conflict.
The fashion retailer decided to withdraw the remaining pictures after receiving backlash on social media and complaints to the UK’s advertising watchdog.
The campaign, titled “The Jacket,” showcased a model against backgrounds of cracked stones, damaged statues, and broken plasterboard, leading some on social media to draw parallels with images from Gaza.
Very inadequate and irresponsible response from #Zara . #BoycottZara pic.twitter.com/9hYzJlsssi
— Rabee’a Abrar ربیعہ (@rubiaabrar) December 12, 2023
Zara clarified that the campaign, promoting its Atelier line, was conceived in July and photographed in September, well before the October conflict between Hamas and Israel.
The company stated that the images portrayed “unfinished sculptures in a sculptor’s studio” and were intended to showcase craft-made garments in an artistic context.
Despite this explanation, Zara acknowledged that some customers perceived the images differently from their original intent and expressed regret for any offense caused.
This incident follows a trend where companies, like M&S in November, face public backlash for advertisements related to sensitive geopolitical issues.
The Advertising Standards Authority (ASA) is currently reviewing the 110 complaints received about Zara’s campaign, with complainants arguing that the imagery references the Israel-Hamas conflict and is offensive.
Zara, emphasizing the artistic context of the campaign, had initially described “The Jacket” as an exercise in concentrated design, showcasing the finest aspects of Zara’s creative and manufacturing capabilities.
