Zara is under fire after its latest campaign, meant to promote body positivity, sent mixed messages instead.
In an advertisement, the clothing retailer featured two slim models standing next to a slogan that read, “Love your curves.”
On Twitter, many called out the brand for not using curvy models and for failing to be inclusive.
Really, Zara? I've seen more curves on an EU approved banana. pic.twitter.com/kLbuNcA3Zn— Charlotte Andrews (@charelizand) March 1, 2017
Some also questioned what message Zara was really trying to send.
When Zara jeans have the slogan "love your curves" but they still don't fit over my butt 🤔— Sandy (@telecorpus) February 19, 2017
And others noted the negative impact the campaign could have on young girls.
While I appreciate that smaller women can be curvy, the impact this is going to have on young girls is not going to be positive. https://t.co/LOTCTLMKe6— Deborah Stuttard (@TheGreedyGirl) February 28, 2017
*sigh* this is the sort of thing that makes my 15 year old, size 8 daughter think she's fat. https://t.co/shnA2zhEIi— Mrs VB (@MrsVB) February 28, 2017
In response to the controversy, one wishful thinker suggested that perhaps the brand was trying to be ironic.
I assume Zara is doing irony. pic.twitter.com/8BAomw5Yy8— Just John (@emptyjamjar) February 28, 2017
And another suggested that maybe Zara was trying to be body positive and inclusive by showing that slim women can have curves too.
@PerezHilton isn't it possible that Zara is trying to help girls who see themselves as "sticks" to realize that they too have curves?— The Lovely Third (@TheLovelyThird) March 1, 2017
“You have got to be shitting me, Zara,” she wrote.
You have got to be shitting me, Zara. pic.twitter.com/tiOsJv5AVy— Muireann O'Connell (@MuireannO_C) February 28, 2017
In just one day, O’Connell’s post has been liked more than 17,000 times.
In response to those who argued that she was body shaming the models featured in the campaign, O’Connell later tweeted that the unfortunate ad had “nothing to with the models. It's the marketeers (sic) that have distorted their image & fucked up.”
Can i just say, this is nothing to with the models. It's the marketeers that have distorted their image & fucked up.— Muireann O'Connell (@MuireannO_C) February 28, 2017
Zara has not yet responded to the backlash.