Zara's latest campaign, which shows a model standing amongst wooden crates with half-wrapped plaster bodies that in some cases are missing limbs, has prompted outrage on social media since launching four days ago. The Atelier collection, which is the high street brand's limited-edition collection celebrating its, 'commitment to craftsmanship and passion for artistic expression', immediately came under fire on social media, with users calling out the tone-deaf nature of its subject matter considering the ongoing conflict in Gaza. The photographs were taken by Tim Walker, who is generally thought of as one of the greatest and most imaginative fashion photographers of his generation.
As well as showing plaster bodies that are lying on the floor with both legs missing and what looks like bits of rubble on the ground, another shot shows the campaign's model, Kristen McMenamy, balancing one of the bodies, which has been wrapped in what looks like cotton, across her shoulder. Users were quick to point out that the campaign appeared to be glamorising the kinds of images that are typically associated with acts of genocide.
One user said, 'I am genuinely fascinated to know how you arrived at the decision that genocide-chic was the way to go.' Another commented: 'What makes this even more bizarre is the fact that it has to be approved by multiple people before it goes live... I'm so confused. How could they miss the mark so badly?'
The campaign images were posted on the brand's feed on Friday 8th December. Zara then appeared to have removed some of the images according to user comments like, 'Deleting the previous photos doesn’t change anything', although it left six of the images on its feed as of Monday 11th December, only turning the comments off underneath one.
This morning, however, Zara deleted the remaining images, posting a statement on the grid: 'After listening to comments regarding the latest Zara Atelier campaign 'The Jacket', we would like to share the following with our customers: the campaign, that was conceived in July and photographed in September, presents a series of images of unfinished sculptures in a sculptor's studio and was created with the sole purpose of showcasing craftmade garments in an artistic context. 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 and we reaffirm our deep respect towards everyone.'
The Zara Atelier collection has also disappeared from the website as of Tuesday 12 December. The apology doesn't seem to have quelled anger from users on social media. One commented underneath the post: 'We all know content is typically created months in advance of release. Doesn’t mean you have to release it. Read the room and be more mindful of how visuals can be interpreted in the context of a very fragile and devastating state of the world right now. Really unfortunate judgement on your part and [an] even lamer apology.'
Users are still calling for a 'boycott' on social media, but whether or not it will affect the business' bottom line remains to be seen as, before it removed the collection from its website, three jackets had already sold out despite being pitched at a much higher price point than usual.