Zara apologizes and withdraws new Atelier campaign after calls for boycott

Spanish retailer Zara has apologized and pulled a recent campaign after some online compared its content to Images of grieving civilians in Gazathat have circulated online since the war between Israel and Hamas began. October 7. the comparisons led activists to call for a boycott of the retailer.

In some of the photos In the now-retired “the Jacket” campaign, model Kristen McMenamy is surrounded by debris, as well as mannequins wrapped in white plastic and others with missing arms and legs. According to Zara, the campaign (for her Atelier line, which includes more expensive clothing) was intended to resemble a sculptor’s studio, but many felt the moment was insensitive given the horrific images of destruction and devastation. coming from gaza.

Shortly after the online response, Zara removed the images from distribution, including on its website and social media, and issued a statement on their official Instagram page. “the campaign, which was conceived in July and photographed in September, features a series of images of unfinished sculptures in a sculptor’s studio and was created for the sole purpose of showcasing handmade garments in an artistic context,” the company wrote. On Instagram.

“Unfortunately, some customers were offended by these images, which have now been removed, and saw in them something far from what was intended when they were created,” the brand continued. “Zara regrets this misunderstanding and we reaffirm our deep respect for everyone.”

Before the statement, the hashtag #BoycottZara was trending on Twitter/X. Instagram users also flooded the brand’s comments echoing the sentiment.

See Zara’s full brand statement below.