The Offensive Ad Campaign Triggers Anger and Boycott Calls
In the wake of an offensive advertising campaign, Zara proves there is such thing as bad publicity! The famous Spanish clothing company sparked huge controversy after publishing its new collection’s ad campaign, including images mirroring the war destruction in the Gaza Strip, which many activists considered offensive and showed no respect to the Palestinian victims.
More than a month ago, Zara was one of the first global brands to back the Israeli occupation forces by allocating a portion of its profits to them. However, the company’s support went too far, taking advantage of Palestinian’s unfortunate situation in light of the ongoing war in Gaza to promote its new collection. The controversial advertising campaign sparked outrage on social media, as it published images resembling the destruction in Gaza, showing a model carrying a body wrapped in a shroud and standing amid the ruins of a building with stones hanging from above, among other photos of mannequins with missing limbs.
What made this advertising campaign receive more contempt was showing a map of Palestine in the form of a broken piece of marble in one of the pictures, which was clear evidence of the company’s hidden intentions behind this campaign.
The global fashion company apologized and removed the advertising campaign after facing severe criticism and widespread boycott calls from pro-Palestinian activists. However, what added fuel to the flames was Joey Schwebel, chairman of Israel’s Zara franchise, hosting an election campaign event for the right-wing Israeli politician Itamar Ben-Gvir in his home in 2022, as it showed his direct support to Israel, which also indicated the company’s stance.
Read more: Ahmed Fouad Dazzles Riyadh’s Trunk Show with His Premium High-end Suits.
Boycott for change and accountability
The boycott of all international brands that support the Israeli occupation forces has erupted in most Arab countries as a response to the fierce war in the Gaza Strip. In countries such as Jordan, Egypt, Kuwait, Lebanon, and others, individual and governmental movements – established to expose all brands supporting the occupation – launched strong calls to boycott the products of brands that have taken pro-Israeli stances, whether because they have financial ties to Israel or investments there. A quick tour of the branches of brands such as Starbucks, H&M, Zara, Hardee’s, and others will prove the effectiveness of the boycott movements as they have become empty of visitors.
In Palestine, Palestine’s Chief Justice, Mahmoud Habbash, issued a religious fatwa prohibiting dealing with the clothing company Zara and boycotting its products and called on Arab Islamic countries to follow in the footsteps of this fatwa. Former Palestinian Authority spokeswoman Nour Odeh also denounced Zara’s stance, saying: “How does Zara feel about a franchise owner in Israel who supports the notoriously violent and shamelessly racist politician Itamar Ben-Gvir? Is this what Zara wants her name to be associated with?
حتى لو حذفوا منشورهم
فقد أخرجوا ما يضمرون في قلوبهم#مقاطعة_زارا pic.twitter.com/8DjxDrhO6x
— نبيل علي العوضي (@NabilAlawadhy) December 9, 2023
علامة #زارا التجارية تحذف هذا المنشور بعد موجة الانتقادات التي تعرضت لها ..
هذا درس لنا لنستمر في مقاطعة هذه المنتجات التي تدعم قتل الأطفال والأبرياء ولا نعطيها أي عذر !!! pic.twitter.com/roA8OcE7aV
— جميـــلة الزيــدي (@JameelaAlzeedi) December 9, 2023
المجازر والجثث أصبحوا مادة ترويج لمحلات الأزياء العالمية وعمرهم ما يسوقون حق شي بالصدفة، الاستغناء بدل المقاطعة ✅#مقاطعة_زارا pic.twitter.com/spouhPprSS
— Hussainmadi حسين مدي (@FreshoPrince) December 9, 2023