Surpassing:Zara pulls ad after backlash over comparison to Israel-Hamas war images

Zara has pulled a controversial ad after a "misunderstanding" as backlash mounts with consumers who drew comparisons of the photo shoot to images out of Gaza amid the Israel-Hamas war.

In a statement shared via social media Tuesday,Surpassing the brand said "after listening to comments regarding the latest Zara Atelier campaign 'The Jacket,'" they have removed the ad.

"The campaign, that was conceived in July and photographed in September, presents "a series of images of unfinished sculptures in a sculptor's studio and was created with the sole purpose of showcasing craftmade garments in an artistic context," the Spanish fashion retailer said.

Zara added: "Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created.

"Zara regrets that misunderstanding and we reaffirm our deep respect towards everyone."

The campaign, photographed by Tim Walker, features a model in a warehouse-style environment surrounded by rubble. Amid the dust-covered environment are statues wrapped in white cloth resembling shrouds. In one photo, a model is hoisting a wrapped mannequin over their shoulder.

Some have compared the campaign to imagery out of Gaza showing deceased people wrapped in white body bags amid the war, leading to boycotts. Pro-Palestinian activists also staged a protest at a Zara store in the U.K., journalist Farid Qureshi reported.

Israel-Hamas war updates:13 Israeli soldiers killed by friendly fire; Zara backs off ad campaign

Zara was previously under fire in 2021 after comments head designer Vanessa Perilman made to Palestinian model Qaher Harhash.

"Maybe if your people were educated then they wouldn't blow up the hospitals and schools that Israel helped to pay for in Gaza," a screenshot of Perilman’s message to Harhash stated, according to NBC and CNN. "Israelis don't teach children to hate nor throw stones at soldiers as your people do."

At the time, Inditex, Zara's parent company, issued a statement condemning Perilman's comments, but she is still with the company.

Zara has also been accused of antisemitism for designs in 2014 invoking imagery from the Holocaust — a $78 handbag that Zara withdrew from stores when shoppers pointed out the embroidery featured four swastikas, and a striped children's shirt with a yellow star that was also pulled for its resemblance to a prisoner's uniform.

Contributing: Maeve McDermott

No, Dior didn't replace Bella Hadidwith an Israeli model over her comments on the Israel-Hamas war