The themed campaign 'The Jacket' is increasingly attracting attention when featuring bodies wrapped in white shroud-like cloth that is identical to Islamic burial. In response to Zara's post about this campaign, Melanie Elturk, Chief Executive of the fashion brand Haute Hijab, commented, "This is horrifying. How sick and sadistic is what I see?" she wrote in the comment.

Not only that, public figures also condemn this. Including an artist from Palestine. "Using death and destruction as a backdrop for fashion is very scary, this is involvement and should make us as consumers angry," wrote a Palestinian artist, Hazem Harb, on Instagram.