Zara, the prominent fast-fashion brand, is facing severe criticism for its recent ad campaign titled "The Jacket." The ad campaign, showcased across all of Zara's social media platforms, features the Zara Atelier collection modelled by Kristen McMenamy - seen posing alongside mannequins draped in white cloth and plastic. This move has triggered a significant backlash, with social media users initiating the hashtag #BoycottZara on X (formerly Twitter). 

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The backlash against the ad campaign has escalated beyond social media, with protesters taking to the streets in Montreal and Germany, staging demonstrations in front of Zara stores to voice their discontent.

PROTEST IN A ZARA BRANCH IN GERMANY ??. Our brothers and sisters raised awareness of the sickening campaign of #Zara. Aiming to mock dead Palestinian in Gaza! #BoycottZara #Boycott_zara #gaza #Gaza_Genocide #CEASEFIRE_NOW #cease pic.twitter.com/zNsXuzw9OF

— Hawa Zara (@TheKonscious) December 11, 2023

Activists in Montreal sprayed Zara doors with pro-Palestine slogans after the company published its new collection designs which was inspired by the genocide and destruction happening now in Gaza.

Zara is facing now boycott campaigns after it glorified the murder of Palestinians pic.twitter.com/jGMdNSkPNp

— Kuffiya (@Kuffiyateam) December 11, 2023

The controversy revolves around the perceived parallels drawn between the ad campaign and the Israeli bombardment of Palestinian people in Gaza. Critics claim that the images hint at sensitive elements such as coffins, phosphorus powder, and the map of Israel. The striking visuals depict McMenamy amidst white debris, rubble, and notably, mannequins enveloped in white shrouds resembling those used for wrapping deceased bodies in Gaza.

Are they even human???
Humanity has ashamed of them #ZaraBoycott #ceasefire_permanent #Zara #StrictlyComeDancing #bbclaurak #BoycottZara pic.twitter.com/L6I5Kv53vW

— Saleem Cheema (@Saleem__Cheema) December 10, 2023

#Zara, shame on you, what a cruel, repugnant organization you are. How could you mock the innocent murdered loved ones of others? This is sickening, and people from all over the world buy clothing from you. I hope this is shared as much as possible, and that you will experience… pic.twitter.com/kMmucljiBD

— Pepesrana (@Pepesrana) December 10, 2023

Now you are next. Zara. #boycottZara ???? pic.twitter.com/DRN995eKZd

— Emelia ?? (@Bernadotte22) December 11, 2023

This is the beginning of your loss.
You will not kill the children with my money and the money of all my family and I will inform my friends and everyone I know@ZARA

— Naomy (@naomy4life) December 9, 2023

This incident evokes memories of a similar backlash faced by Marks & Spencer in the recent past. Marks & Spencer had to apologize for posting an image resembling burning Christmas party hats in colours reminiscent of the Palestinian flag, acknowledging any unintended hurt caused.

The repercussions for Zara extend beyond public sentiment, as the brand's image has taken a hit following the release of this controversial campaign. Brand sentiments have noticeably declined, reflecting the discontent among consumers.  

Despite the escalating backlash, Zara has chosen to maintain silence and has refrained from issuing any statement to address the controversy. The fashion giant now finds itself under scrutiny as both customers and critics eagerly await its next course of action.