Zara's 'The Jacket' Campaign Sparks Online Backlash

Zara's 'The Jacket' Campaign Sparks Online Backlash

News by Roberto Orosa
Published: December 11, 2023

Spanish fashion giant Zara is facing backlash from social media users over its newly launched campaign, which many have deemed controversial.

"The Jacket" collection, released under the brand's Atelier series, features American model Kristen McMenamy carrying on her back a mannequin wrapped in white cloth. McMenamy is seen standing in a room filled with rubble and mannequins with missing body parts.

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The vivid imagery posted over the weekend has caused a huge uproar among many netizens, with many deeming it insensitive in connection to the war in Gaza.

They point out that the mannequins wrapped in white cloth resemble traditional Muslim burial attire, while the cardboard cutouts resemble the map of Palestine. 

Other pro-Palestine social media users are calling the collection the "most disgusting collection" they've ever seen, suggesting that Zara is making a mockery of Palestinian casualties.

"They are making fun of us. They are making fun of children who have been killed, and our houses which have been destroyed," the woman explains in the video. 

Following the backlash, many users have called for a boycott of the brand. 

Zara on Monday responded to the accusations that it was depicting the war in Gaza, stating, "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."

The fast fashion brand has also since removed the images of the campaign from its socials. "Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone," it added.

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