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  • keyboard_arrow_rightUnpacking Zara boycott

Unpacking Zara boycott

By: Natasha Archary

Zara boycott
Image: Adobe Stock

Thebe Ikalafeng, Founder and CEO of Brand Leadership Group, and Teresa Oakley-Smith, Founder and Managing Director of Diversi-T join Gugulethu Mfuphi on Kaya Biz to discuss the Zara boycott.

Spanish fashion brand Zara, has found itself on the receiving end of public backlash after images from an advertising campaign was called out for being tone-deaf about the ongoing plight of the Palestinian people.

While the brand issued a statement explaining the “concept” behind the Zara Atelier campaign, The Jacket, saying the idea was panned out in July and only photographed in September, Zara stores are now being boycott.

The images from the campaign included a map of Palestine in the background, with the Zara model holding a mannequin that was wrapped in white cloth, similar to images from Gaza of Palestinian people holding onto their dead loved ones.

Zara said the purpose of the campaign was to “showcase craftmade garments in an artistic context,” but the overall response to the campaign called the brand out for its insensitivity to the plight of the Palestinian people.

“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’s response to the tone deaf advertising campaign that has resulted in people boycotting the brand

As a result scores of Pro-Palestinian supporters stage boycotts outside Zara stores in the US, Dubai, Canada and Spain.

Over 18 400 Palestinian civilians have been killed in Gaza since 07 October by Israel. This comes after 1 400 Israelis were killed in an attack by Hamas, where more than 240 people were taken hostage.

Listen to the conversation on Kaya Biz:

Also read: Government pushes ahead with a plan to procure new nuclear energy

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