11 December 2023 , 16:56
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Activists are calling for a mass boycott of high street fashion giant Zara after an image was used on its Instagram that many claimed was exploiting the war in Gaza.
The brand came under scrutiny over the weekend after an image was published showing model Kirsten McMenamy posing with a mannequin wrapped in bubble wrap. While Zara has previously been known to picture models in odd stances to advertise its clothing, some people drew comparisons to the horrendous images of body bags in the ongoing Israel-Gaza conflict.
Another image showed a model standing in a wooden box surrounded by bits of debris, which some compared to images of those trapped between rubble in the current war zone. Social media users slammed the imagery as "disgusting" and "shameful" as activists against the bombing of Palestine called for a boycott of the fast fashion brand.
Hazem Harb, an artist and pro-Palestine activist, wrote in an Instagram post: "There is a sinister depravity in the commercial mind that produced this ad, while we are living a real time genocide. Using death and destruction as a backdrop for fashion is beyond sinister, its complicity and should outrage us as consumers. Boycott Zara."
The images were slammed as 'tone deaf' and 'shameful' (Zara)Other social media users have hit out at the brand, calling the images "insensitive", "tone deaf" and even "mocking" the current situation. More than 17,000 Palestinian people have been killed in Israeli strikes prompted by Hamas attacks on Israel on October 7, according to the Gaza Health Ministry.
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Posting on X, formerly Twitter, Sarah Wilkinson wrote: "Boycott Zara after its new clothing collection features rubble and bodies, mocking the 1,000s of Palestinians being massacred by Israelis in Gaza." Another wrote: 'The most disgusting propaganda campaign ever inspired by the killing of Palestinians and the destruction of their homes. Shame on you.'
One branch of the Spain-based chain in Montreal, Canada has already been vandalised with pro-Palestine messages since the images were published. Zara, which has lost 150,000 Instagram followers since sharing the images, has how removed them from its platform, though has yet to publicly respond to the criticism.
Zara described its new clothing line on Instagram as: "A limited edition collection from the house celebrating our commitment to craftsmanship and passion for artistic expression." The Mirror has contacted Zara for a response.
It follows another big high street player also facing criticism for its 'tone deaf' Christmas campaign last month. Marks & Spencer pulled one of the images showing red, silver and green party hats strewn on a fireplace after many spotted the resemblance to the Palestinian flag.
The original image had been posted on Instagram with the caption, "This Christmas, do what you love... like saying no to paper hats" with the hashtag #LoveThismasNotThatmas - the supermarket's slogan for its campaign this Christmas. After pulling the image, the brand took to social media responding to the furore.
"Today we shared an outtake image from our Christmas clothing and home advert, which was recorded in August," a spokesperson said. "It showed traditional, festive coloured red, green and silver Christmas paper party hats in a fire grate.
"While the intent was to playfully show that some people just don't enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused."