Spanish multinational fashion retailer Zara is the latest to join a growing list of brands to have triggered boycott due to their links or sympathies to Israel and Israeli forces, as they continue attacking civilians in Gaza. Separately, coffee giant Starbucks has lost $11 billion in market value amid Palestinian solidarity boycotts.
Zara is facing an online backlash for its latest advertising campaign, which uses statues with missing limbs surrounded by rubble, which social media users have criticized for its alleged similarities with destruction in Gaza.
The campaign, named “The Jacket” is part of the fashion retailer’s Atelier series. It features model Kristen McMenamy. In the images, McMenamy is seen carrying a mannequin draped in white cloth amidst a setting of rubble, while other mannequins appear to have missing limbs.
On December 12, Zara withdrew the controversial advertising campaign featuring rubble, ripped plaster and mannequins wrapped in plastic after continued backlash and protests.
Zara facing severe backlash over Gaza destruction-inspired collection
As the campaign images went viral over the weekend, many on social media were calling for people to boycott Zara. Social media users are comparing the illustration with images of the bodies of those killed in the ongoing Israel-Hamas war in Gaza.
The hashtag #BoycottZara has attracted over 110,000 posts on the social media platform X, formerly known as Twitter.
Although the company deleted posts containing the images, it is yet to issue a statement.
One eagle-eyed critic also alleged one of the pieces of plasterboard in the background appears to be shaped like Palestine’s map.
Social media users said the campaign was a resemblance to scenes of death and destruction in Gaza.
“Using death and destruction as a backdrop for fashion is beyond sinister, it’s complicity and should outrage us as consumers, boycott Zara,” Palestinian artist Hazem Harb wrote on Instagram.
Influencers Noor Amra and Hina Cheema also posted on Instagram: “We have all seen the devastating images of shrouded bodies coming out of Gaza … It’s clearly a deliberate mock to Palestinians. They know exactly what they are doing.”
Huda Beauty President Mona Kattan responded to the post calling it “Sick.”
Another X user wrote: “My favorite brand until now. Whole closet was Zara. Sending to a homeless shelter and never buying again.”
Zara responds to criticism
Following boycott calls and protests, Zara pulled the advertising campaign posted on company’s official social media channels.
“The campaign… presents a series of images of unfinished sculptures in a sculptor’s studio and was created with the sole purpose of showcasing craft-made garments in an artistic context,” the Spanish fast fashion retailer said in a statement.
The fashion company also apologized. “Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created,” the company added. “Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone.”
Starbucks loses $11 billion market value due to poor sales and boycotts
Meanwhile, US-based coffee giant Starbucks has lost more than $11 billion in value in the fourth quarter due to Palestinian solidarity boycotts and employee strikes since the beginning of Israel’s war on Gaza in October. The company faced an unprecedented 11-day stock decline streak, around 9.4% of its overall market value, the lowest it has experienced since going public in 1992.
Starbucks tried to rebound from its losses by introducing the holiday season “Red Cup Day” promotion, allowing customers to receive a complimentary reusable holiday cup with every purchase. However, the Christmas campaign failed badly, as within 19 days since its November 16 Red Cup Day promotion, Starbucks shares have nosedived by 8.96%. Analysts attribute this decline to reports of sluggish sales and a lukewarm reception to the holiday season’s offerings.