Zara Pulls Controversial Ad Campaign After Palestinian Backlash

The advertising campaign has been criticized for its photographs of models posing with sculptures wrapped in plastic, reminiscent for some of the images from Gaza. In response, Zara published a statement expressing regret for any offense caused, stating that the intention was not to provoke.

In a clarification on Instagram, the brand specified that this campaign had been designed and produced well before the escalation of the conflict in Gaza, with shots dating back to September. The stated objective was to highlight its creations in an artistic setting, staging unfinished sculptures in an art studio. Zara insisted that any resemblance to real-life tragedies was purely coincidental.

The debate on this campaign was partly fueled by the famous Instagram account Diet Prada, followed by more than 3.4 million subscribers. The latter notably made the comparison between the campaign images and those of the victims of the conflict in Gaza, triggering a chain reaction on social media and contributing to Zara’s decision to withdraw the controversial photos.

Despite this controversy, Zara continues to post record profits. The brand, known for its sophisticated and well-crafted advertising campaigns by renowned photographers, has seen its sales soar worldwide in 2022.