- Zara regrets controversial campaign
- M&S apologizes for flag-themed hats
- Advertising Standards Authority evaluates complaints
Zara “regrets” a “misunderstanding” regarding an advertising campaign criticized for incorporating images resembling Syria-Gaza conflict photographs.
After days of social media backlash and complaints to the advertising watchdog in the United Kingdom, the remaining images have been removed.
In one image, a model is depicted bearing a mannequin encased in white plastic.
Zara stated that some consumers perceived “items that were diametrically opposed to their original intent.”
Several X users (formerly Twitter users) had advocated for a social media boycott against the fashion retailer.
According to the brand, the advertisement for Zara’s Atelier line was “conceived in July and photographed in September.”
Hamas launched an assault on Israel on October 7, resulting in 1200 deaths. Israel attacked Gaza in reprisal, killing 18,200 Hamas-controlled civilians, according to the health ministry.
Controversial Campaign and Apologies
Zara’s “The Jacket” advertising campaign featured photographs of the model against a backdrop of shattered plasterboard, cracked stones, and damaged statuary.
Some on social media speculated that they resembled images from Gaza. Still, Zara stated the primary purpose was to showcase handcrafted garments in an artistic context through images of unfinished sculptures in a sculptor’s studio.
In a statement after the controversy, Zara said, “Regrettably, certain clientele were provoked by these now-deleted images and perceived something entirely different from their original intent when they were produced. Our apologies for the misunderstanding, and we extend our sincere regard to all individuals once more.”
M&S apologised for an Instagram post of Christmas party hat in Palestinian flag colours in November. The image, captured in August for a Christmas advertisement, described red, green, and silver paper headwear engulfed in flames within a fireplace. M&S stated that the purpose was to “jokingly demonstrate that certain individuals dislike donning paper Christmas hats.” In response to criticism, the post was removed, and an apology was issued.
According to the Advertising Standards Authority (ASA), 116 complaints were lodged regarding the M&S advertisement. The ASA evaluates 110 complaints regarding Zara’s social media and television campaign. A representative for the advertising watchdog stated, “Complainants assert that the imagery is offensive and references the current Israel-Hamas conflict.”
Zara stated before the backlash that “The Jacket” campaign was an exercise in concentrated design to highlight the company’s most exceptional manufacturing and creative capabilities. Zara Atelier provides one garment, six methods to style it, and infinite possibilities.
