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.
Some also questioned what message Zara was really trying to send.
And others noted the negative impact the campaign could have on young girls.
In response to the controversy, one wishful thinker suggested that perhaps the brand was trying to be ironic.
And another suggested that maybe Zara was trying to be body positive and inclusive by showing that slim women can have curves too.
According to Buzzfeed, Zara’s ad was spotted in both England and Spain as early as last month. It then went viral after Irish radio host Muireann O’Connell tweeted about it on Tuesday.
“You have got to be shitting me, Zara,” she wrote.
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.”
Zara has not yet responded to the backlash.