Zara pulls ad after backlash claiming it's hidden reference to Israel-Hamas war

12 December 2023 , 15:16

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The offending image shows a model carrying a mannequin in a white bag

Zara has pulled an advert after receiving dozens of complaints saying it referred to the Israel-Hamas conflict.

In the Instagram post, which has now been deleted, the high street retailer showed an image of a model wearing a black studded leather jacket, with small piles of rubble around her. Over her shoulder, she is carrying what looks like a white bag containing a mannequin.

Social media users accused the fashion giant of capitalising on the conflict tearing through Gaza, which has killed 18,000 Palestinians since fighting started with Hamas's October 7 massacre. One of the bloodiest days in Israel's history, the operation saw Hamas slaughtering 1,200 Israelis, as well as carrying out a number of atrocities.

Speaking to ITV News, Zara said: "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.”

There had been 50 complaints made against the campaign on Monday, according to the Advertising Standards Agency, which added that "we are not currently investigating this ad". The ASA said: "Complainants argued the imagery references the current Israel-Hamas conflict and is offensive.

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Zara said that the "The Jacket" advert was dreamed up in July before being recorded some months later in September, adding that it was created "with the sole purpose of showcasing craft-made garments in an artistic context".

Since the campaign went live, the #BoycottZara hashtag has been trending on social media. An image being shared on social media shows the words "Free Palestine" daubed on a Zara display window.

It comes after Marks & Spencer were forced to apologise last month when an outtake from its Christmas advert showed coloured paper hat being burned, which some said were the colours of the Palestinian flag.

M&S said in a statement posted on Twitter: "Today we shared an outtake image from our Christmas Clothing and Home advert, which was recorded in August. 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."

Ryan Fahey