Zara pulled its 'The Jacket' campaign after images were read as Gaza war scenes

In December 2023 Zara launched 'The Jacket', a campaign for its Atelier line photographed by Tim Walker, with model Kristen McMenamy posed among cracked stones, damaged statues and broken plasterboard — one image showed her holding a mannequin wrapped in white plastic. Zara said the series was conceived in July and shot in September, 'with the sole purpose of showcasing craftmade garments in an artistic context'.

The launch came weeks into the Israel-Gaza war. On social media the rubble, debris and wrapped figure read as scenes from the conflict, and #BoycottZara trended. The UK's Advertising Standards Authority received 110 complaints across social media and TV and said it was reviewing whether the imagery referenced the war.

Days into the backlash Zara removed the remaining images. 'Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created. Zara regrets that misunderstanding,' the company said. The pull protected little: the apology travelled as far as the campaign had.