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Zara Faces Backlash and Boycott Calls Over Controversial Ad Campaign




Fashion giant Zara recently found itself in the midst of controversy as it withdrew a promotional campaign that featured statues wrapped in white, igniting calls for a boycott and protests by pro-Palestinian activists. The images sparked outrage, with critics arguing that they resembled the haunting photos of corpses in white shrouds from the Gaza conflict. The incident sheds light on the delicate balance global brands must navigate when dealing with sensitive geopolitical issues, and Zara's response serves as a case study in the challenges faced by major Western brands in addressing such concerns.


The Controversial Campaign:


Zara's ad campaign, known as "Atelier," included images of statues covered in white, alongside mannequins with missing limbs. The campaign, conceptualized in July and photographed in September, was meant to showcase unfinished sculptures in a sculptor's studio. However, the timing and visual similarities to the conflict in Gaza triggered a massive backlash.


Thousands of complaints flooded Zara's Instagram account, accusing the brand of insensitivity and prompting the hashtag "#BoycottZara" to trend on messaging platforms. Pro-Palestinian activists staged protests outside Zara stores, and social media was flooded with calls for a boycott.


Zara's Response:


In response to the uproar, Zara issued a statement expressing regret for the "misunderstanding" and emphasized that the images were intended to highlight craftmade garments in an artistic context. The company clarified that the campaign had been conceived and executed before the outbreak of the Gaza conflict in October.

Zara promptly removed the controversial images from its Instagram page and other platforms, acknowledging that the campaign had offended some customers. Despite the removal of the ads, protesters gathered outside Zara stores in various locations, including Tunisia's capital, Tunis, where a store window was splattered with red paint.


Global Impact:


Zara's case highlights the challenges faced by international brands operating in a globalized world. In an era where social media amplifies public sentiment, companies must be vigilant about the potential impact of their advertising campaigns on diverse audiences with varying sensitivities.


The backlash extended beyond social media, reaching official channels like the UK's Advertising Standards Authority (ASA). The ASA reported receiving 110 complaints about the Zara campaign, citing offensive imagery related to the war in Gaza. With Zara's decision to pull the ad, the ASA stated that it would not take further action.


Business Implications:


The incident comes at a time when Zara's parent company, Inditex, is set to report results for the first nine months of its fiscal year. The company faces the challenge of managing the fallout from the controversy while maintaining its standing in the competitive fashion industry.


Zara's "Atelier" collection, despite the backlash, remains available for sale on its platforms. The pricing of the collection, with jackets ranging from $229 to $799, positions it as one of Zara's more exclusive offerings. Analysts anticipate a potential impact on sales growth, with factors such as the controversy and a warm October in Europe contributing to a potential slowdown.


Zara's withdrawal of the controversial ad campaign serves as a reminder of the intricate dance that global brands must perform in addressing geopolitical sensitivities. As companies strive to create impactful and resonant advertising, they must also be attuned to the diverse perspectives and potential repercussions of their messaging. Zara's experience underscores the importance of understanding the cultural and political contexts in which brands operate and the need for careful consideration to avoid unintended controversies.

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