Zara Pulls Ad Campaign Critics Said Resembled Gaza Destruction

By Thomas Mustac, Publicist — Otter PR

The fashion brand Zara recently came under intense scrutiny for releasing an ad campaign called “The Jacket,” in which a model is surrounded by mannequins, many of which are missing limbs and some of which are covered by shrouds, making them resemble corpses. The campaign was described by many as “tone-deaf” and “insensitive” due to how the imagery evokes the aftermath of the recent Israel-Palestine conflict.

In response, Zara claimed that the campaign was conceived in July and shot in September, before the escalation of the conflict in the Middle East, and that the intent had been misinterpreted. Regardless of the intent of this photoshoot, there is no denying that Zara’s timing — releasing it during the height of a violent international conflict — is inopportune. Had this campaign been released at a different time, it likely would not have caused such a stir.

Some have even begun to question whether Zara may have acted in bad faith in posting this campaign when they did, claiming that it is not a coincidence. The popularity this theory has gained directly reflects the brand’s history of mistakes in this department. 

Just a few years ago, in 2021, one of Zara’s head designers was criticized for making anti-Palestinian remarks on social media. Although the company condemned her statements, she was not fired, but some have questioned the authenticity of Zara’s claims about this latest incident.

Crisis communications lessons from the Zara controversy

When dealing with a severe crisis, having a robust crisis communications plan can be the difference in whether the organization can weather the challenges it faces. Businesses must be ready to act quickly in times of crisis, as timeliness is one of the critical factors to consider when creating a response. If a response is delayed, it can feel like the brand is stalling, guilty, or in denial — all of which can have long-term negative consequences on the company’s reputation.

Zara’s crisis has both strengths and weaknesses. The clothing brand made the right call by immediately taking down the images from its website, but focused too much on deflecting responsibility. To many consumers who believe the brand should have shown more tact and shelved the campaign, this felt like an excuse. Furthermore, Zara’s statement that they “regret the misunderstanding” and have “deep respect towards everyone” felt shallow and insufficient.

In a move that was not unexpected, several critics have called for boycotts of Zara on social media. However, it is essential to note that crises like this are not necessarily insurmountable. After all, Zara has already recovered from controversy in the past. Thus, the lesson the fashion house must learn is to move forward positively. 

Zara should accept accountability for its mistake and take more care concerning sensitivity in the future. The public is quick to forgive and forget, but if the same mistake is made over and over again, the trend will begin to frustrate them.

Zara’s response to this controversy surrounding their provocative new campaign offers important lessons for businesses in crisis communications. While the company’s quick response is a proper approach to the timeline, the lack of authenticity, consistency, and accountability left the brand vulnerable to further criticism. Brands that understand Zara’s mistakes in these areas will be better prepared to handle their own crises if and when the time comes.

— Thomas Mustac is Otter PR's medical and health industry PR specialist. He previously held positions at the “Dr. Oz Show” and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.