Zara’s latest controversial ad campaign has hit a nerve, and not in a good way.
Zara controversial ad pulled: Retailer apologises in response to boycott
The fashion retailer pulled a controversial ad showing mannequins among rubble and plaster, after a wave of backlash. Critics slammed it for seemingly mirroring the devastation of the Israel/Gaza conflict.
Was this a calculated move by Zara, or just an unfortunate coincidence?
Zara claims the timing was coincidental. They planned the campaign in July and shot the photos in September, a mere month before the Hamas 7 October attacks.
The retailer insists the controversial ad is about showcasing craft in an artistic context, not about the conflict. But given the recent spike in violence between Israel and Gaza, people are questioning their motives.
The ad didn’t sit well with many. Calls for boycotting Zara popped up, with activists showing up in stores, some even using dramatic gestures like taping their mouths.
This isn’t Zara’s first rodeo with controversy either. Remember the 2022 event with Itamar Ben-Gvir or the 2021 spat involving their head designer and a Palestinian model?
Here’s the deal with outrage marketing: it’s about making noise, and getting attention, even if it’s negative. Some brands use this tactic to stay relevant and create buzz.
Take, for instance, Calvin Klein’s 2022 Mother’s Day ad campaign, which starred a pregnant trans man.
But it’s a fine line – sometimes, this strategy backfires, leading to public backlash instead of engagement.