Zara's 'The Jacket' Campaign Sparks Online Backlash

Spanish fashion giant Zara is facing backlash from social media users over its newly launched campaign, which many have deemed controversial.

"The Jacket" collection, released under the brand's Atelier series, features American model Kristen McMenamy carrying on her back a mannequin wrapped in white cloth. McMenamy is seen standing in a room filled with rubble and mannequins with missing body parts.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by ZARA Official (@zara)

The vivid imagery posted over the weekend has caused a huge uproar among many netizens, with many deeming it insensitive in connection to the war in Gaza.

They point out that the mannequins wrapped in white cloth resemble traditional Muslim burial attire, while the cardboard cutouts resemble the map of Palestine. 

@ZARA is mocking Muslims and the genocide carried out by @Israel in Gaza in its latest campaign including what appears to be bodies wrapped in a white body bag reminiscent of traditional Muslim burial attire.

The campaign also features rocks, rubble, and a cardboard cut-out… pic.twitter.com/D1JYZ1BXEY

— Umair (@Dr_MianUmair1) December 10, 2023

Other pro-Palestine social media users are calling the collection the "most disgusting collection" they've ever seen, suggesting that Zara is making a mockery of Palestinian casualties.

Activists on social media are calling for a boycott of Zara after the brand posted a new collection on Instagram featuring a setup with rubble and bodies.

Activists worldwide consider this a mockery of the thousands of Palestinians killed by the Israeli aggression on # Gaza. pic.twitter.com/hag1AUVEZd

— Quds News Network (@QudsNen) December 10, 2023

"They are making fun of us. They are making fun of children who have been killed, and our houses which have been destroyed," the woman explains in the video. 

Following the backlash, many users have called for a boycott of the brand. 

Zara on Monday responded to the accusations that it was depicting the war in Gaza, stating, "The campaign, that was conceived in July and photographed in September, presents a series of images of unfinished sculptures in a sculptor’s studio and was created with the sole purpose of showcasing craftmade garments in an artistic context."

The fast fashion brand has also since removed the images of the campaign from its socials. "Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone," it added.