As calls for an end to Israel’s aggression in Gaza and the West Bank intensify from across the world, fast fashion label Zara has ignited a new wave of controversy with its recently launched ad campaign. The Spanish retailer took to its official social media handles to share pictures of the latest Zara Atelier collection featuring American model Kristen McMenamy.

The campaign depicts McMenamy standing in a room with mannequins covered in white shrouds surrounded by rubble. As per captions accompanying the posts, Zara’s latest is a “limited edition collection” to celebrate the label’s “commitment to craftsmanship and passion for artistic expression”. However, internet users are alleging that the ad bears a striking resemblance to images of Palestinians under Israeli occupation.

Zara has not offered any official statement addressing the claims. However, the most controversial picture from the ad campaign featuring McMenamy holding a ‘body’ wrapped in white sheets appears to have been removed from the label’s Instagram and X.

A user on X (formerly Twitter) wrote, “The latest Zara campaign depicts what appears to be dead bodies wrapped in white body bags, reminiscent of traditional Muslim burial attire, as well rocks, dust and rubble. What were they thinking? This is intentional at this point.” “And the award for the most tone-deaf brand of the year goes to Zara. Using imagery of Israel’s genocide of Palestinians to sell their fast fashion brand of clothing,” protested another.

Questioning the intent behind the campaign’s imagery and timing, an X user contended, “Call me insane but Zara’s new collection can’t just be a coincidence like there’s no way this is the advertising during these times when there’s a genocide going on.” The wide outrage has prompted calls for a boycott against Zara.

“Boycott Zara if you haven’t yet! They announced their new collection using the genocide in Gaza,” advocated one user on X. Another post accused the label of racially profiling customers to prevent shoplifting in addition to addition to this latest campaign.

The post read, “[I’ve] been telling people to boycott the ghouls over at Zara ever since I found out they had a special code for when black people go to their stores, to make sure we ‘wouldn’t steal’. Now look at their newest collection. There is no way in hell this sick sh*t isn’t intentional.”

According to another critic, calls for boycott against Zara are nothing new. “Zara just launched this ad campaign which uses the death and destruction in Gaza to sell their low-quality, fast fashion items. This isn’t an oversight. Zara has a history of supporting Israeli extremism & was even boycotted by socially-conscious Israelis last year.”

Have something to add to the story? Share it in the comments below.