Zara issues formal apology after backlash over controversial campaign

Clothing brand Zara has issued a formal apology after facing backlash over it’s highly controversial campaign called The Jacket, launched on December 7, 2023, which urged people to boycott the brand.

On Wednesday, Zara took down the campaign and apologized on social media, responding to the calls for a boycott after people found their ad campaign visuals similar to the harrowing visuals coming out of Palestine amid the ongoing Israel-Hamas conflict.

In the statement, the company mentioned that the campaign was planned before the conflict broke out, and that they listened to customer concerns and have decided to remove the campaign.

As per Zara's statement, “After listening to comments regarding the latest Zara Atelier campaign ‘The Jacket’ we would like to share the following with our customers.”

“The campaign, that was conceived in July and photographed in September, presents a series of images of unfinished sculptures in a sculptor’s studio and was created with the sole purpose of showcasing craftmade garments in an artistic context,” it said.

The company's statement continued, “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.”

“Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone,” the apology statement concluded.

This clarification came after the campaign faced criticism from pro-Palestinian activists, leading to calls for a boycott.

The campaign featured photos of mannequins missing limbs and monuments covered in white sheets, drawing parallels to the impact of the Israel-Hamas conflict.

The hashtag “#BoycottZara” gained momentum on social media, with many accusing Zara of insensitivity and using war and ethnic cleansing for an aesthetic.