Fashion retailer Zara is facing a social media backlash and boycott following a controversial advertising campaign which has been accused of resembling images from the Israel-Gaza war.

Titled ‘The Jacket’, the campaign – which ran across social media, on the website and in some stores – featured models posing alongside a number of mannequins with missing limbs and wrapped in white plastic, surrounded by rubble.

The Advertising Standards Authority (ASA) told the BBC it had received 50 complaints about the social media campaign, while tens of thousands of comments were posted on the brand’s Instagram account and ‘#BoycottZara’ was trending on X/Twitter.