Fashion retailer Zara has faced a backlash after an advert on its social media feed has been likened to the scenes on the Gaza Strip.
Pro-Palestine protesters led calls the boycott the brand after an imagine showing model Kirsten McMenamy posing with a mannequin wrapped in bubble wrap appeared online, reports The Mirror. The Advertising Standards Authority (ASA) said it had received 50 complaints about the ad.
While Zara is known for picturing models in unusual poses, the series of pictures were likened to images of people in bodybags seen from the Strip. As well as wrapped mannequins, it also showed a model standing in a wooden box surrounded by bits of debris, which some compared to images of those trapped between rubble in the current war zone.
Social media users slammed the imagery as “disgusting” and “shameful” as activists against the bombing of Palestine called for a boycott of the fast fashion brand. The BBC says the advert is believed to have been filmed in September, having been conceived in July.
Posting on X, formerly Twitter, Sarah Wilkinson wrote: “Boycott Zara after its new clothing collection features rubble and bodies, mocking the 1,000s of Palestinians being massacred by Israelis in Gaza.”
Another wrote: “The most disgusting propaganda campaign ever inspired by the killing of Palestinians and the destruction of their homes. Shame on you.”
Zara has not commented on the advert. However, it appears to have been removed from both its website and social media feeds.
A spokesperson for the ASA said: “We’ve received 50 complaints about this ad. Complainants argue that the imagery references the current Israel-Hamas conflict and is offensive.”
The Hamas-run health ministry in Gaza has said Israel has killed about 18,000 people.
The spokesperson added that the ASA was reviewing the complaints but was not currently investigating the advert.
The Hamas controlled Gaza Health Ministry claims Israel has killed 18,000 people during the conflict. Tensions in the region escalated on October 7 after Hamas launched a surprise attack on Israel, killing an estimated 1,200 people.
A Marks and Spencer advert previously faced a backlash from protesters. The brand posted an Instagram photo of Christmas party hats in the colours of the Palestinian flag on fire.
The ASA received 116 complaints about the advert but ruled it did not break the rules. Nevertheless, M&S said it had “removed the post following feedback and we apologise for any unintentional hurt caused”.
