Spanish fashion giant Zara has pulled its recent advertising campaign featuring body bags following increasing calls for a boycott and mounting criticism online that the imagery eerily mirrored the devastation in war-torn Gaza.

The campaign, featuring mannequins draped in plastic resembling body bags amidst a set of rubble and broken walls, sparked fury on social media, with many accusing the brand of insensitivity and even profiteering from suffering.

Addressing the controversy on Tuesday, Zara, owned by Spain's Inditex -- the world's biggest fashion retailer, denied the claims, but nonetheless removed the controversial images from its website.

"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," said a statement published online.

Facing Boycott Calls, Zara Pulls Images

The controversial images depicted an anaemic-looking model carrying a plastic-wrapped figure over her shoulder in one scene, while another showed the shrouded form lying at her feet on a set featuring chunks of rubble, broken walls and other signs of destruction.

These visuals triggered immediate outrage, with comparisons drawn to the ongoing conflict in Gaza, where Israel's military campaign has caused widespread devastation.

Social Media Erupts in Anger

The backlash on social media was swift and fierce. Platforms like X, formerly Twitter, saw a flood of angry messages, including one that superimposed a picture of a Gazan mother mourning the loss of her child with a similar white shroud, alongside calls for a complete boycott of the brand.

Zara Apologizes, Claims Misunderstanding

In response to the mounting criticism, Zara issued a statement acknowledging the offence caused and announcing the removal of the controversial images. However, the brand maintained that the campaign "was conceived in July and photographed in September", months prior to the Gaza conflict and aimed to showcase its garments in an artistic setting.

View this post on Instagram

A post shared by ZARA Official (@zara)

"The idea was to present a series of images of unfinished sculptures in a sculptor's studio and was created with the sole purpose of showcasing craft-made garments in an artistic context," the statement added.

Zara further expressed regret for the "misunderstanding" and reiterated its commitment to respectful practices.

Context of the Gaza Conflict

The controversy surrounding Zara's ad campaign unfolded against the backdrop of the ongoing conflict in Gaza. The war began in October with Hamas launching attacks into southern Israel, resulting in significant casualties on both sides. Israel responded with a retaliatory military offensive that has caused immense damage and civilian casualties in Gaza.

At the start of the war, Inditex said it was temporarily closing its 84 Zara shops in Israel until further notice.