By Syed Mohammed Idid, General Manager, Strategic Communications & Stakeholder Engagement of West Coast Expressway and Reputation & Crisis Preparedness Advocate.
Fashion giant Zara has found itself in a PR nightmare after a recent ad campaign sparked outrage for its insensitive portrayal of war-torn Gaza. The ad, featuring model Kristen McMenamy amidst rubble and shrouded figures, drew immediate criticism for its tone-deafness and appropriation of a real-world tragedy.
Adding fuel to the fire, Zara has yet to issue a public statement, opting instead for a partial image removal strategy that feels more like hiding the evidence than addressing the issue. This silence speaks volumes, and it speaks of a brand out of touch, out of step, and woefully unprepared for the court of public opinion.
The harm of Zara’s silence is manifold. Each day without a statement allows the narrative to be hijacked by critics, amplifying the initial offense and solidifying the perception of Zara as callous and insensitive. Customers who value ethical and responsible practices see this silence as a confirmation of their worst fears, leading to boycotts and a further erosion of brand loyalty.
The longer Zara remains silent, the more they risk irreparably damaging their reputation. It’s never too late to rectify a mistake, but the window is closing fast. Here’s what Zara needs to do to regain the trust they’ve so carelessly squandered:
Issue a sincere apology: Acknowledge the insensitivity, express genuine remorse, and commit to learning from the mistake. This apology shouldn’t be a PR-driven afterthought, but a heartfelt expression of regret.
Remove all remaining images: Scrub the ad from all platforms, including social media where it continues to circulate. This is not about erasing history, but about demonstrating a willingness to take responsibility for the offense caused.
Commit to social responsibility: Partner with organizations working in Gaza to demonstrate their dedication to making a positive impact. This isn’t about damage control, but about using their platform to support those affected by the real-world tragedy their ad so carelessly appropriated.
Increase transparency and accountability: Explain the internal review process and the steps being taken to prevent similar incidents. The public deserves to know that Zara is taking this seriously and working to do better.
Engage with critics and stakeholders: Foster open dialogue with those who were offended. Listen to their concerns, learn from their perspectives, and demonstrate a genuine commitment to change.
Zara’s Gaza gaffe is a stark reminder that in today’s hyper-connected world, brands are not just judged by what they sell, but by what they represent. Silence, in this instance, is not golden; it’s deafening. The question now is whether Zara will choose to listen to the deafening roar of public outrage and finally break its silence, or risk becoming a cautionary tale of tone-deafness and corporate indifference.
The choice is theirs. Let’s hope they choose wisely.
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