Zara, the popular Spanish fashion brand, is currently under fire on social media due to its latest campaign, which has stirred controversy and drawn criticism from netizens. The campaign, titled The Jacket and part of its Atelier series, features model Kristen McMenamy holding a mannequin wrapped in white fabric, resembling the shrouded bodies seen in Gaza’s tragic scenes.



This depiction has sparked outrage among people who believe the campaign uses themes of death and destruction as a backdrop for fashion. Some social media users pointed out unsettling resemblances, such as mannequins without limbs amidst rubble, drawing disturbing parallels to the victims of Israel’s military actions in Gaza.

Moreover, critics highlighted that a piece of plasterboard in the background resembles an inverted map of Palestine, adding fuel to the controversy. Entrepreneur Samira Atash has urged for a boycott of Zara, condemning the use of such imagery in fashion campaigns. Palestinian artist Hazem Harb echoed similar sentiments, expressing dismay over exploiting tragedy for fashion promotion.

Despite the intense backlash and calls for a boycott, Zara has yet to issue a statement regarding the controversial campaign. While the images initially circulated widely on social media, the company later removed the pictures from its official handles without addressing the concerns raised by the public.


This isn’t the first time Zara faced boycott calls. Previously, the head designer Vanessa Perilman faced backlash for allegedly making derogatory and Islamophobic comments about Palestine. Her controversial remarks, exposed on social media by a male model, caused outrage among consumers.


The absence of a response from Zara amid such controversies has fuelled discontent among netizens, raising questions about the company’s stance and ethical responsibilities. The situation underscores the sensitive nature of using real-world tragedies and geopolitical issues in the context of fashion advertising, igniting debates about appropriateness and sensitivity in marketing campaigns.