Zara’s latest campaign has provoked an unprecedented image crisis for the brand. In it we see model Kristen McMenany posing with garments from the recently launched collection in an artistic studio in ruins. In the background we can see rubble, rubbish bags, weathered wood… The controversial photo shows the model holding a mannequin wrapped in a white sheet on her shoulders and some users have claimed that it is inspired by Muslim funerals in the Muslim world because of its resemblance to the deceased covered in white shrouds.
After the outburst, Zara quickly removed the images of the campaign from both social networks and the brand’s official website, and the garments can now be found in the Special Edition section and not under the name Atelier 04, as was the case yesterday morning. It wasn’t until today that the brand made a statement on Instagram.
“After hearing feedback on the latest Zara Atelier The Jacket campaign, we would like to share the following with our customers. The campaign, which was conceived in July and photographed in September, features a series of images of unfinished sculptures in a sculptor’s studio and was created for the sole purpose of showcasing handcrafted garments in an artistic context”.
“Unfortunately, some customers were 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 this misunderstanding and we reaffirm our deep respect for everyone,” the brand concluded in its Instagram statement.
Zara Hair: this is Zara’s first collection of hair products.
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