Zara, the fashion company, has taken down a controversial advertising campaign from its website following calls for a boycott by pro-Palestine activists. Zara’s parent company Inditex, stated on Monday that the removal was part of a routine content refresh and clarified that the photos were taken in September, predating the current aggression on Gaza by the Israeli forces.

The campaign showcased mannequins without limbs and statues covered in a white shroud, drawing criticism from activists who likened the images to scenes from Israel’s Gaza assault. Tens of thousands of comments, many featuring Palestinian flags, flooded Zara’s Instagram account, and the hashtag #BoycottZara trended on the X platform, as the Israeli offensive in Gaza continues into its third month, with over 18,000 people killed, mostly women and children. The company asserted that the campaign, inspired by historical men’s tailoring, was conceived in July and photographed in September.

This incident isn’t the first time Zara has faced boycott calls from supporters of Palestine. In 2022, videos surfaced of Palestinians burning Zara clothing after a franchise owner hosted a campaign event for ultra-right-wing Israeli politician Itamar Ben-Gvir. With Ben-Gvir stating on social media, “Zara, cool clothes, cool Israelis.”