Zara, the fashion retailer, has issued a statement expressing “regret” over a controversial ad campaign that drew criticism for its resemblance to images from the Israel-Gaza war. The campaign, titled “The Jacket,” faced backlash on social media and prompted complaints to the UK’s advertising watchdog.
The images in question depict a model against a backdrop of cracked stones, damaged statues, and broken plasterboard. One particular photo, showing a model holding a mannequin wrapped in white plastic, sparked comparisons to scenes from the Israel-Gaza conflict.
Zara, in its statement, clarified that the campaign was intended to showcase craftmade garments in an artistic context. According to the company, the images portrayed “unfinished sculptures in a sculptor’s studio” and were conceived in July, with the photoshoot taking place in September.
Despite Zara’s explanation, social media users and some customers found the images reminiscent of the devastation in Gaza following the conflict between Hamas and Israel. Zara decided to pull the remaining pictures and expressed regret for the “misunderstanding,” stating that some customers interpreted the images differently than intended.
The controversy highlights the challenges faced by brands in navigating sensitive subjects and the potential impact of visual elements in advertising campaigns.
Kiki Garba
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