Zara — "Love Your Curves" with Size-Zero Models (2017)

Zara's 2017 "Love Your Curves" campaign backfired harder than #9's Protein World ad in terms of tone-deafness. Featuring exclusively size-zero models in skinny jeans paired with a body-positive slogan, the campaign was mocked globally as performative inclusivity. Zara's largest in-store size at the time was a UK 18, excluding 67% of British women, according to a 2017 market analysis. The ad generated 15,000 negative comments on Instagram within 48 hours, forcing Zara to issue a rare public apology. Its core flaw—preaching body acceptance while excluding actual curves—made it a textbook case of brand hypocrisy. Unlike Protein World's overt provocation, Zara's attempted empowerment rang hollow because the imagery directly contradicted the message, damaging trust more than a direct attack might have.