The new advertising campaign of the ZARA brand has caused a great controversy
The details used by the ZARA brand in the advertising of "The Jacket" clothing caused protests on social networks.
The fact is that the photos show model Kristen McMenamy standing in a white room with wooden boxes and pieces of concrete. An armless statue and mannequins wrapped in white cloth and white polythene bags were also placed in the room.
At the presentation of the Atelier collection on December 7, the company announced that it was inspired by men's clothing of the last century. The photos show what appears to be the sculptor's workshop, packaging materials and wooden boxes, as well as assistants in special costumes.
However, the images reminded users of a devastated Gaza, with mannequins wrapped in white cloths and shrouded corpses.
Perhaps when the Inditex group , which owns the ZARA brand , unveiled this ad campaign in September, the setting could truly resemble a sculptor's workshop. However, by December, the world's geopolitical situation had changed, and users could only see the devastated Gaza Strip and mannequins wrapped in white cloths and shrouded bodies in these images.
After the photos were published, Zara's Instagram page received tens of thousands of comments. Most of them had the Palestinian flag. On the X (formerly Twitter) platform, the BoycottZara hashtag caused the most discussion. Zara's campaign photos were juxtaposed with photos of Palestinians hugging a similarly shrouded liver band.
The Spanish company has not commented on the boycott calls, but images posted on the home page of online store Zara on Monday morning disappeared from the site and app around noon. The Zara Atelier link on their UK site redirects to last year's collection page.
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