Zara’s advertising campaign, “The Jacket,” is under fire for its insensitivity and perceived exploitation of painful imagery reminiscent of the destruction in Gà-zà. The Atelier series, featuring model Kristen McMenamy amid statues with missing limbs surrounded by rubble, draws strong parallels to the devastating scenes from Gà-zà. Critics, including Melanie Elturk and Mona Kattan, condemn the campaign, accusing Zara of a deliberate and insensitive mockery of Pàles-tíníans’ suffering.
The photographs, captured by Tim Walker and art-directed by Baron & Baron, amplify the distressing narrative with McMenamy posing amidst wooden crates and concrete rubble. The imagery evokes a somber atmosphere reminiscent of tragic events. Elturk, CEO of Haute Hijab, expressed her condemnation on Instagram, emphasizing the deliberate nature of the campaign’s insensitivity.
The global president of Huda Beauty, Mona Kattan, labeled the campaign as “sick,” contributing to the widespread outrage. Calls for a Zara boycott have emerged as critics argue that the fashion brand is exploiting a sensitive geopolitical situation for marketing purposes. The controversy underscores the importance of cultural sensitivity in advertising and the potential consequences when brands disregard the emotional impact of their campaigns.
