Clothing brand Zara angers netizens by portraying Gaza destruction in new advertising campaign

09:25 PM | 10 Dec, 2023
Source: Zara (Instagram)

Spanish retailer brand Zara is facing a severe backlash for its tone-deaf recent advertising campaign. Images published by Zara’s social media handle show statues with missing limbs surrounded by rubble prompting social media users to believe that they have been compared to the destruction in Gaza.

The campaign, named The Jacket, is part of the brand's Atelier series, which it describes as "a limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression".

Photographed by Tim Walker with art direction by French-American company Baron & Baron, the depressing images feature American model Kristen McMenamy wearing a series of different jackets in a gloomy white room, surrounded by wooden crates and concrete rubble with rocks and a cardboard cutout eerily close to an upside-down map of Palestine.

Statues with missing limbs and eerie mannequins wrapped in white cloth ignited netizens who claimed that the brand is profiting off Palestinians’ misery.

One image, which appears to have been deleted from the campaign on the Zara website, depicted McMenamy wearing a studded leather jacket, holding a mannequin above her head, wrapped in plastic.

The unsettling portrayals of the bodies wrapped in white cloth caused social media users to draw parallels between the statue and the body of a Muslim in the Islamic burial attire or the 'kafan.'

Zara has yet to respond to the backlash. 

Zara was founded in Spain in 1975. The clothing brand has more than 2,000 outlets in more than 90 countries, with multiple stores in the UAE including Abu Dhabi, Dubai, Sharjah and Ras Al Khaimah.

Zara claims that the campaign “is an exercise in concentrated design that is conceived to showcase the finest aspects of Zara’s creative and manufacturing capabilities, ZARA ATELIER offers one garment, six ways - and with unlimited possibilities.”

In October 2022, Palestinians launched a campaign to boycott Zara, after its Franchise holder in "Israel", Joey Schwebel, met with members and head of the extremist Jewish Forces party Itamar Ben-Gvir, to support him in the Israeli elections.

The writer is a staff member.


Pakistani rupee exchange rate to US Dollar, Euro, Pound, Dirham, and Riyal - 27 Feb 2024

Pakistani currency remains largely stable against US dollar in the open market on February 27, 2024 (Tuesday).

US Dollar rate in Pakistan

In the open market, the US dollar was being quoted at 279.4 for buying and 282.3 for selling.

Euro currently stands at 303 for buying and 306 for selling while British Pound rate stands at 351.5 for buying, and 355 for selling.

UAE Dirham AED hovers at 76 whereas the Saudi Riyal saw slight increase, with new rates at 76.7.

Today’s currency exchange rates in Pakistan - 27 Feb 2024

Source: Forex Association of Pakistan. (last update 09:00 AM)
Currency Symbol Buying Selling
US Dollar USD 279.4 282.3
Euro EUR 303 306
UK Pound Sterling GBP 351.5 355
U.A.E Dirham AED 76 76.7
Saudi Riyal SAR 74.2 75
Australian Dollar AUD 181 183
Bahrain Dinar BHD 742.91 750.91
Canadian Dollar CAD 207 209
China Yuan CNY 38.82 39.22
Danish Krone DKK 40.56 40.96
Hong Kong Dollar HKD 35.7 36.05
Indian Rupee INR 3.37 3.48
Japanese Yen JPY 2.10 2.18
Kuwaiti Dinar KWD 905.46 914.46
Malaysian Ringgit MYR 58.49 59.09
New Zealand Dollar NZD 173.05 175.05
Norwegians Krone NOK 26.36
Omani Riyal OMR 725.54 733.54
Qatari Riyal QAR 76.74 77.44
Singapore Dollar SGD 207 209
Swedish Korona SEK 27.04 27.34
Swiss Franc CHF 317 319.5
Thai Bhat THB 7.76 7.91


Follow us on Facebook

Follow us on Twitter

Sign up for Newsletter