Consumers in Muslim countries, including Pakistan, have called for a boycott of the fashion brand Zara primarily due to two main reasons, both tied to the ongoing Israel-Palestine conflict:

1. Controversial Advertising Campaign (December 2023):
   • The “The Jacket” Campaign: In December 2023, Zara launched an advertising campaign titled “The Jacket” which featured mannequins with missing limbs and statues wrapped in white shrouds amidst what appeared to be rubble and destroyed environments.
   • Public Outcry: Many social media users and activists quickly drew parallels between these images and the devastating scenes emerging from Gaza, where thousands of Palestinians, including women and children, have been killed, and bodies are often wrapped in white cloths for burial according to Islamic tradition.
   • Accusations of Insensitivity: The campaign was widely criticized as “tone-deaf,” insensitive, and even mocking the suffering and death in Gaza. Hashtags like #BoycottZara trended globally, including in Muslim-majority countries.
   • Zara’s Response: Zara’s parent company, Inditex, removed the controversial images from its website and social media. They stated that the campaign was conceived in July and photographed in September (before the escalation of the conflict in October 2023) and was intended to showcase craft-made garments in an artistic context resembling a sculptor’s studio. They expressed regret for the “misunderstanding” and the offense caused. However, for many, the damage was already done.
2. Previous Anti-Palestinian Comments by a Zara Executive (2021):
   • Vanessa Perilman’s Remarks: In 2021, screenshots circulated online showing an exchange between Zara’s head designer for the women’s department, Vanessa Perilman, and Palestinian model Qaher Harhash. In these messages, Perilman made inflammatory and anti-Palestinian comments, suggesting, among other things, that Palestinians were uneducated and that Israelis did not teach children to hate.
   • Renewed Outrage: While Zara’s parent company, Inditex, at the time distanced itself from Perilman’s remarks, stating they do not tolerate disrespect for any culture or religion, these comments resurfaced during the December 2023 controversy, further fueling calls for a boycott. Many consumers felt that the brand had a history of insensitivity towards Palestinians.

These incidents, particularly the perceived insensitivity of the advertising campaign amidst a humanitarian crisis in Gaza, led to widespread anger and calls for boycotts from consumers, activists, and pro-Palestinian groups in Muslim countries like Pakistan and beyond. The boycotts are a form of consumer activism aimed at pressuring brands to be more socially responsible and to align with humanitarian values.