Pro-Palestinian activists and internet users have called for a boycott of Zara following a campaign that they link to the war in Gaza. This is the Atelier collection, which the Inditex-owned brand launched last week and is made up of six high-end jackets, some of which are already sold out despite their high price.
The campaign was devised in June and recorded in September, before the outbreak of the war, but the Arab world, with the media and activists at the helm, has linked it to the war in which thousands of Palestinian civilians have died. The image of controversy has been that of model Kristen McMenamy, who is holding what looks like a mannequin or figure wrapped in a white sheet. Some Internet users have claimed the photograph is inspired by Muslim funerals and that the mannequins looked like deceased people in white shrouds.
Zara’s Instagram account was filled between yesterday and today with thousands of comments calling for a boycott of the Spanish brand, as well as on X (formerly Twitter). The campaign was on Zara’s home page until Monday morning, and can now be found in its “Special Edition” section.
The reaction highlights the heightened sensitivity facing international brands as fighting in Gaza intensifies and calls for boycotts of companies grow. The executive director of Web Summit resigned in October following comments he made about the conflict between Israel and Hamas.
It is not the first time that an advertising campaign has generated controversy for a fashion brand. Last year, French luxury group Kering created a group-level position to oversee brand safety after advertising images for its Balenciaga brand featuring children sparked a backlash that hit sales.
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