Zara says it “regrets” a “misunderstanding” about an ad campaign criticised for using photos resembling images from the Israel-Gaza war.
It has pulled the remaining pictures following days of backlash on social media and complaints to the UK’s advertising watchdog.
One image showed a model holding a mannequin wrapped in white plastic.
Zara said some customers saw “something far from what was intended when they were created”.
The company said that the campaign, advertising Zara’s Atelier line, was “conceived in July and photographed in September”.
On 7 October, Hamas launched an attack on Israel, killing 1,200 people. Israel launched retaliatory attacks on Gaza, which the Hamas-run health ministry in the territory says has killed about 18,200 people.
Zara’s campaign – called “The Jacket” – contained a series of images in which the model was pictured against a background of cracked stones, damaged statues and broken plasterboard.
Some on social media suggested they were similar to images emerging from Gaza.
But Zara said the campaign presented “a series of images of unfinished sculptures in a sculptor’s studio and was created with the sole purpose of showcasing craftmade garments in an artistic context”.
In a statement issued days after the controversy first emerged, Zara said: “Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created.
“Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone.”
