ZARA, a leading ready-to-wear clothing manufacturer, was recently at the center of controversy on social media following a new advertising campaign that was seen as mocking victims of the war in Gaza.
The company, which is one of the largest retailers in Egypt, released images of a new advertising campaign for its winter collection, including images of bodies shrouded in whites amid what appears to be destruction , which was interpreted as a mockery of the war in Gaza.
The outrage began when the company shared this ad on its social networks, with the title “The Jacket” and featuring American model Kristen McMenamy with the description: “A limited edition collection from the house in celebration of our commitment to craftsmanship and our passion for artistic expression.”
Many followers linked the ad to an image showing an upside-down map of Palestine, raising suspicions that the brand was seeking to mock the war in Gaza.
It should be noted that ZARA is not owned by the Zara company, but by another company called Azadea, which owns the rights to distribute the brand in Egypt and the Arab world.
Azadea bills itself as a fashion and lifestyle company specializing in retail. It owns and manages more than 40 renowned international franchises in the Middle East and Africa region.
However, this controversy risks having a negative impact on ZARA’s position in Arab markets, particularly in Egypt, where boycotts against foreign brands supporting Israel are increasing.
The representative of the textile industry in Egypt, Samah Heikal, stressed that ZARA may have to explain itself and publish a statement on its respect for Arab and Egyptian values as well as its support for the Palestinian cause. She added that many companies, including Egyptian brands, have already adopted this measure to avoid any problems related to their brand image.
It is important to note that ZARA does not rely on a single factory for its production, with multiple stores in each governorate in Egypt, and so it would be unlikely that it launched an intentionally provocative campaign, particularly given that it is not an American company.
This controversy comes against a backdrop where many Egyptian companies using international brands are facing boycotts due to their perceived support of the Israeli military and its current aggression against Gaza.
These companies are forced to distance themselves and announce that they are not responsible for international branches, while other companies have made donations to support the Palestinian cause through official bodies.
It is essential for businesses to understand the importance of considering the sensitivity of Arab consumers and not neglecting their social responsibility when geopolitical conflicts are underway. Brands should be careful to avoid any association with advertising campaigns that could be perceived as insensitive or offensive to populations affected by these conflicts.
Transparent communication and a willingness to provide clarification when controversy arises can help businesses maintain their brand image and retain customer trust.