Spanish fashion retailer Zara is under fire on social media for its recent campaign, titled The Jacket, part of its Atelier series.

People are expressing outrage, deeming the campaign’s imagery to be insensitive and akin to using death and destruction as a backdrop for fashion.

As per reports by news agencies, the campaign features model Kristen McMenamy holding a mannequin draped in white fabric, resembling the shrouded bodies of victims of Israel’s indiscriminate war on Gaza.

Other mannequins are depicted as missing limbs amid a backdrop of rubble.

Social media users also pointed out that a piece of plasterboard in the background resembled an upside-down map of Palestine.

Entrepreneur and designer Samira Atash has called for a boycott of Zara over the campaign, highlighting the insensitivity and complicity involved.

Zara’s Atelier series is described as a “limited edition collection celebrating our commitment to craftsmanship and passion for artistic expression.”

However, as the campaign images went viral and calls for a boycott intensified, the company deleted the picture from its social media handles.

As of now, Zara has not issued a statement addressing the controversy.

This isn’t the first time Zara has faced boycott calls. Previously, head designer Vanessa Perilman stirred controversy with comments about Palestine.