Zara commented on the scandal with its new advertising campaign The Jacket, in which users saw references to the conflict in the Gaza Strip. The company published a post with explanations on its Instagram* and deleted the photo shoot with Kristen McMenamy.
The scandalous photo shoot was a series of photographs in which the famous supermodel poses against the background of destroyed walls and debris of mannequins. Around her there is dust, drywall, rocks and statues, some missing limbs and others wrapped in white cloth. All this reminded social network users of the events in the Gaza Strip.
"After hearing comments about Zara's latest The Jacket campaign, we would like to share the following with our customers. The campaign, which was conceived in July and shot in September, features a series of images of unfinished sculptures in a sculptor's studio and was created with a single purpose: to showcase the artisanal production of clothing in an artistic context,” the brand wrote.
Zara noted that "unfortunately, some customers felt offended by these now-deleted images and saw them as less than intended." The brand expresses regret about this "misunderstanding" and "reaffirms deep respect for all."
Users did not appreciate the company's explanatory post, leaving more than 116 thousand comments under it, mainly noting that the brand did not apologize and does not inspire further trust.
"More like gaslighting. Where's the apology?", "Wow. Is it that easy for you to just express regret? I do not believe! How could someone be so insensitive about this? Do you think we are easy to deceive? These campaigns go through 100 stages and then hit the internet, and not a single person has realized that this is not the right time to publish? Guess what? None of us care about your apology, and you will be boycotted for life,” subscribers react.