Zara removes controversial campaign following calls for boycott 

Zara has issued a statement on the controversial campaign.Picture: Collins Photo Agency

Zara has issued a statement to customers following a controversial campaign that saw many people boycott the Spanish fashion chain.

Titled ‘The Jacket,’ Zara’s latest atelier campaign stars US model Kristen McMenemy and features imagery that many people claimed resembled some of the images that have come out of the Israel-Gaza war. 

The campaign was set in a sculptor’s studio and one of the photos showed a model pictured carrying a mannequin wrapped in what looked like white plastic. In another, a bust lies on the floor and another features a mannequin with no arms. Critics said they resembled photos of corpses in white shrouds in Gaza.

Zara's Instagram account saw tens of thousands of comments posted about the photos, many with Palestinian flags, while "#BoycottZara" was trending on messaging platform X (formally Twitter).

In a statement on Instagram, Zara addressed the comments regarding the campaign.

It read: “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.

“Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created.” 

It added: “Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone.”

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It comes after Marks and Spencer issued an apology last month after posting an outtake from its Christmas advert which showed party hats in the colours of the Palestinian flag burning in a fireplace.

M&S said that “while the intent was to playfully show that people just don’t enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused".

-additional reporting from Reuters