KUALA LUMPUR – Fast fashion chain Zara is facing calls for a boycott over its latest campaign which critics allege is using visual elements that evoke Israel’s ongoing war against Hamas and death and destruction in Gaza.
However, this would not be the first time the Spanish-owned multinational label is courting such Israel-related controversies.
Social media users previously called for its boycott in October last year, after the brand’s Israeli franchise holder Joey Schwebel hosted an anti-Palestinian Knesset member, Itamar Ben-Gvir, for a campaign event.
Ben-Gvir had previously urged East Jerusalem settlers and police to shoot at Palestinians who threw stones at its occupation forces.
This time, Zara’s campaign, named “ZARA ATELIER. Collection 04_The Jacket”, is on the receiving end of online criticism over the stark imagery used in its ads that seem to depict the destruction in Gaza.
On X and Instagram, many are commenting on the use of rubble, a wooden box resembling a coffin, dummies or sculptures wrapped in white burial shrouds, and a suspended piece of cardboard or plaster that appears strikingly similar in shape to the map of Palestine.
Another image, now deleted from Zara’s social media platforms but screen capped by angry netizens, showed a model carrying a human-like figure fully wrapped in white material, akin to shrouds used in Islamic burials.
Zara has not issued any statement on the matter since the negative reactions to its campaign began on December 8.
Whether the design of its campaign is an intentional reference to the Israel-Palestine war or not, netizens pulled no punches when expressing their disgust at the campaign, which many called insensitive, while urging for a boycott of the brand.
“This is the beginning of your loss. You will not kill the children with my money and the money of all my family, and I will inform my friends and everyone I know,” said X user @naomy4life.
“The most disgusting propaganda campaign ever inspired by the killing of Palestinians and the destruction of their homes. Shame on you,” said Lebanon-based X user Imane Ibrahim.
Meanwhile, another user who goes by @z__a__k said: “You (Zara) are disgusting! Boycotting you forever! Free Palestine,” with emojis of the Palestinian flag and watermelons.
Several of Zara’s most recent Instagram posts were also inundated with comments chastising the campaign, where users also declared their resolve not to buy products from the brand.
According to Zara’s captions in its social media posts on the campaign, it is focused on demonstrating the garment’s versatility, showcasing the brand’s creative and manufacturing capabilities.
This makes Zara the latest brand to face boycott calls for its association with Israel. Other notable brands on the receiving end include McDonald’s and Starbucks.
To date, 17,700 people have been killed in Gaza and 48,780 injured by Israel’s bombardment on the enclave in retaliation for the October 7 attacks by Hamas inside its borders, which killed 1,200 people and saw 240 hostages taken, some of whom have been released. Israel’s strikes are still ongoing. – December 10, 2023