The Jacket campaign by Zara under scrutiny in the UK
British observers have raised concerns about a recent Zara advertisement linked to a campaign called The Jacket. Zara stated that the image series was withdrawn to prevent distress and that the campaign was misunderstood. The company emphasized that the project began in July and was photographed in September, intended to present artisanal clothing in an artistic setting inside a sculptor’s studio.
According to Zara, some viewers were unsettled by the visuals, noting that the reaction did not reflect the creators’ original goal. The fashion group added that the reactions were unintended and that the campaign aimed to showcase craftsmanship rather than any political message.
The UK Advertising Standards Authority (ASA) confirmed that nearly 50 complaints had been received regarding The Jacket. Critics argued that the imagery could be seen as referencing current world events and therefore could be offensive. The ASA spokesperson explained that the agency is reviewing the complaints and has not yet examined the advertisement itself in depth, leaving further commentary on the ad’s compliance to later decisions by the regulator.
In the process of the review, ASA will determine whether an investigation is warranted to assess if the ad crosses any advertising guidelines. The concerns in the UK focus on the social media rollout of The Jacket, which features a model holding a mannequin wrapped in white plastic and set against a backdrop that includes ruin-like elements. Some commenters noted that certain visuals appeared to be removed from public viewing on social platforms as discussions about the Gaza crisis and the events following the October 7 attack by Hamas continued to resonate among audiences.
Calls for boycotts of Zara products have circulated online as part of the broader discourse surrounding the brand’s positioning. Zara is part of the Inditex group, headquartered in Arteixo, Galicia. The incident follows a separate case from last November when Marks & Spencer faced a wave of complaints about a Christmas advertisement that some viewed as linked to the same conflict. The M&S campaign ultimately did not violate guidelines, though it featured wreaths in red, green, and silver tones that some interpreted as reminiscent of the Palestinian flag, burning in a hearth scene.
Industry observers note that advertising campaigns in fashion markets often walk a fine line between artistic expression and sensitive current events. In this instance, Zara’s team has stressed that the imagery was intended to celebrate craft and design rather than to comment on ongoing conflict. The situation highlights the role of regulators in balancing creative freedom with public sensitivity, especially in campaigns that circulate on social media and reach broad audiences across the United Kingdom and beyond. The ASA’s ongoing evaluation will inform whether any formal actions are needed and how brands should approach future campaigns in similar contexts.
As the investigation unfolds, brands operating in the British market can expect heightened scrutiny of visual symbolism and the potential for misinterpretation. For consumers, the episode serves as a reminder that artful marketing can spark varied interpretations, underscoring the importance of clear intent and sensitivity when presenting provocative imagery on global platforms.
Overall, Zara has signaled a pause while the ASA conducts its review, signaling a larger conversation about the intersection of fashion marketing, current events, and audience perception in modern advertising.