Zara, the ‘fast fashion’ behemoth, is under fire for its new advertising campaign, with social media users and influencers accusing the business of insensitivity and mockery in the midst (and for) the Israel-Hamas conflict in Gaza.

The commercial, which included missing limbs and rubble, sparked outrage among internet users, who have called for a boycott of the Spanish giant.

The advertising campaign

Zara’s current ad, “The Jacket,” boasts model Kristen McMenamy posing with mannequins covered in white fabric and plastic, some with missing limbs, against a white debris backdrop.

The December 8 ad image also included a cutout cardboard that resembled an inverted map of Palestine.

While the advertisement argues that the marketed “limited edition” garment’s adaptability demonstrates “its commitment to craftsmanship and passion for artistic expression,” many on social media have drawn comparisons to the devastation in Gaza.

According to the Associated Press, the dead toll in Gaza increased to 17,900, with 90% of the population forced to flee since October 7.

Strikes and boycott calls

The public outpouring of displeasure has been explosive with Palestinian artist Hazem Harb voicing his disappointment on Instagram, writing, “Using death and destruction as a backdrop for fashion is beyond sinister, its complicity should outrage us as consumers.”

Influencer Noor Amra echoed the opinion, stating that the advertising appeared to purposely humiliate Palestinians.

Sarah Wilkinson, an X user, described it as the “most disgusting collection” ever. She also urged for a “Zara boycott season” to take place.

Mute reaction

Despite significant condemnation, Zara has yet to offer an official comment or statement in response to the controversy.

According to Arab News, certain problematic marketing graphics have been removed from the company’s website and social media channels.

This isn’t the first time Zara has been criticized. In 2021, the company faced a similar scenario when its chief designer, Vanessa Perilman, made anti-Palestinian remarks, resulting in considerable financial losses at some stores as a result of a boycott.

Protest calls

The boycott of Zara is part of a broader movement targeting global corporations with claimed ties to Israel and the United States, or perceived support for them.

Since October 7, other brands such as McDonald’s, KFC, Starbucks, and H&M have faced boycott efforts.

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