Zara is facing backlash over its latest advertising campaign, which showcases statues with missing limbs against a backdrop of rubble. The images released by the Spanish retailer are being compared to the destruction in Gaza. In the photos, model Kristen McMenamy is seen posing alongside statues draped in white cloth and plastic. Dubbed “The Jacket,” the campaign is part of Zara’s Atelier series, described as “a limited-edition collection that celebrates our commitment to craftsmanship and passion for artistic expression.”
In response to Zara’s campaign on social media, Melanie Elturk, CEO of the fashion brand Haute Hijab, expressed her dismay, stating, “This is disturbing. What kind of twisted and sadistic images am I seeing?”
Palestinian artist Hazem Harb conveyed his disapproval of the campaign and called for a boycott of the brand. Sharing his thoughts on Instagram, Harb asserted, “Using death and destruction as a backdrop for fashion is beyond sinister; it’s complicity and should outrage us as consumers. Boycott Zara.” He also posted footage of his 2008 video installation, “Burned Bodies,” showcased at Citta dell’Altra Economia in Rome, highlighting its similarities to the Zara campaign.
In October, Israeli Arabs called for a Zara boycott after reports emerged that its franchise owner, Joey Schwebel, hosted far-right political figure Itamar Ben Gvir for an election campaign event in Raanana, as reported by the Israeli news channel N12.
Videos circulated on social media captured individuals burning Zara clothing in protest following the gathering. Trimera Brands, chaired by Schwebel, operates as the Israeli franchise holder for Zara.
Founded in Spain in 1975, Zara now boasts a global presence with over 2,000 stores spanning 90 countries, including multiple outlets in the UAE, such as Abu Dhabi, Dubai, Sharjah, and Ras Al Khaimah.