Spanish fashion retailer Zara has been besieged with boycott calls after rolling out its latest marketing campaign which social media users say resemble images from the Gaza conflict. 

The retailer later removed the campaign from its website’s home page. However, the campaign remains featured on the brand’s social media channels, including Instagram and Facebook.

Critics have pointed out the resemblance between the advert and a Gaza Strip war scene, such as images of mannequins wrapped in white with missing limbs, a model inside a wooden box, and rubble. 

The company told Reuters the campaign for its ‘Atelier’ collection was produced in September while the war between Israel and Hamas began after October 7. 

“This is a complete mockery of the oppressed,” a fashion entrepreneur commented. “I work in fashion and have had to pull campaigns to be sensitive to issues, so I’m surprised this passed Zara’s leaders.”

Zara has not yet responded publicly on the matter. 

This is not the first time the fashion retailer faced criticism relating to political issues. Last year, the brand underwent after Joey Schwebel, the chairman of Israeli franchisee for Zara Trimera Brands, hosted an event for an ultranationalist politician.

Before Zara, Kering’s fashion label Balenciaga drew fire after introducing an advertising campaign featuring inappropriate imagery involving children.