By Merja Iileka

Spanish fast fashion powerhouse Zara is currently facing a public relations crisis following the release of its latest campaign, "ZARA ATELIER. Collection 04_The Jacket.”

The campaign, shot by fashion photographer Tim Walker and featuring model Kristen McMenamy, has triggered a wave of outrage due to its controversial imagery, which many perceive as an imitation of the suffering and destruction in Gaza caused by Israeli airstrikes.

*Collection 04_The Jacket (Zara/Tim Walker)*

The Campaign

In one of its Instagram posts, Zara described the brand’s Atelier series as “a limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression.”

However, some now-deleted promotional pictures, depicting the model holding a mannequin covered in a white body bag reminiscent of traditional Muslim attire, have drawn severe criticism and claims that the global clothing retailer is exploiting real-life suffering.

Other images published by Zara feature white powder, limbless statues, concrete rubble, rocks, wooden crates, and a cardboard cutout resembling the map of Palestine.

Calls for Boycott

The outrage has sparked a fervent call to boycott the international brand, with concerns growing about its perceived support for Israeli occupation in Palestine.

Social media platforms have been flooded with hashtags urging consumers to reconsider their loyalty to the brand.

“Using death and destruction as a backdrop for fashion is beyond sinister; its complicity should outrage us as consumers. Boycott Zara,” wrote one social media user.

Another wrote, “This isn’t art, nor is it artistic expression. This feels to me like artistically expressed minimizing and a mockery of the worst humanitarian suffering I have seen so far in my lifetime.”

“This is sick. What kind of sick, twisted, and sadistic images am I looking at?” wrote another user.

Lesson To Be Learned

As calls for a boycott gain momentum, Zara faces not only a challenge in its public image but also in reconciling its global influence with the sensitivities of a politically charged landscape.

While it is debatable whether or not Zara was making a heinous political statement with this campaign, what cannot be argued is that publishing these images is incredibly negligent on the part of the global retailer.

It demonstrates poor timing, tone deafness, and a lack of acute awareness of cultural and political sensitivities in today’s socially conscious era, where authentic storytelling should always take precedence over shock value.

Zara has over 2,000 stores in more than 90 countries, including multiple outlets in predominantly Muslim countries like the UAE, Saudi Arabia, Egypt, Morocco, Kuwait, and Qatar.

As of now, Zara has not issued a public response or statement regarding the controversy, with the continued silence likely exacerbating negative perceptions.

Zara's PR Nightmare: Atelier Campaign Sparks Global Boycott Calls