Zara called out for using svelte models in “Love your curves” ad

Here we go again. Another brand has come under fire for attempting a go at the body positive train. The brand in question this time is Zara.

The fashion apparel brand ran an ad saying “Love your curves” while featuring two models who are…well safe to say…far from curvy. This was for its line of denim jeans called “Body Curve Jeans”.

The ad was first discovered by Twitter user Muireann O’Connell who also proceeded to call out the brand for distorting the image of the models.

Reactions to the ad were swiftly divided into a few camps, the main consensus being that the models had no curves which the ad was speaking of.

Some thought that Zara was being sarcastic.

Or that “All curves matter”

Diversity is a huge topic in the beauty and fashion industry. Just in January this year, Urban Outfitters hired plus sized model Barbie Ferreira for its campaign in a bid to ride the diversity train. However, they did not carry clothing which offers her size, a move which was called out by media publication Revelist. 

We understand that in the industry that brands under pressure to show their support of diversity and the body positive movement through their marketing.

However, maybe a double take on copy and visual is in order?

(Image credit: Twitter user )

Vivienne Tay

Marketing Magazine Singapore
Armed with a fire for the latest marketing trends and weakness for puns, Vivienne spends most of her time hunting for the next viral marketing stunt and getting to know the faces of the industry. When not testing out the latest products in the beauty industry, she can be seen inhaling a bowl of her favourite beancurd or kicking back at the theatre getting inspired.

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