'Ski Collection' It is one of the latest campaigns of Zara that already is sparking numerous criticisms on social media. Since the signing of Inditex They have launched a line of ski clothing in which we find all kinds of designs (supposedly specialized) for women and men who practice this sport, such as overalls, pants, coats, or even accessories such as snow goggles or helmets.
In this way, it seems that Zara is following in the footsteps of its fellow store in the Oysho group, which has already been selling this type of clothing for a couple of seasons. However, it is true that within the Inditex group it has been Oysho that has positioned itself on the more sporty and 'wellness' side, while Zara seemed to be heading down a more luxurious path, especially in the wake of the arrival of Marta Ortega to the presidency of the group. And that is why this latest release has been such a surprise (for better or worse). At first this collection seemed to win over many, but it has not been so well received by others…
I have to confess that I love skiing. I would never say that I consider myself a person with a high level (I have my audience). I started practicing it later than I would have liked but I think that skiing is a fun and very complete winter sport. As I am also a fashion lover (it is what I do), when I saw some of the ski designs that Zara had launched I confessed to my colleagues in the editorial office that I would love to buy one of those suits that seem so flattering but the truth is that I also stopped to think, Are Zara selling a real image of what it means to practice this sport?
Maria Gijon, creator of the account 'Educate without Stereotypes', set the record straight by publishing a video comparing both campaigns: the one for female skiers and the one for male skiers. This has gone viral and hundreds of people have joined in by denouncing it on their accounts.
To the point that hundreds of photos of women skiing are being shared under the hashtag #SkiLikeAGirl to show that we practice sports well equipped.
A post shared by Maria Gijon | Educating without Stereotypes (@educarsinestereotipos_)
“For Zara, this is how men ski”… “And this is how women ski…”. In the comparison of the images, you can see how in the male case we see a man going down a slope at full speed, dressed warmly and with all the necessary accessories for skiing; while in the case of women's fashion everything is very different… In the photograph of the firm's campaign We see a model wearing a tight jumpsuit but with the front zipper open, where a breast can be seen and she is clearly not wearing a thermal shirt underneath. (when it is clearly an essential item of clothing to keep warm in the snow).
In addition, in the campaign we can also see that not a single model is wearing skis, the reason could be that it 'spoils' the look. Other images that have outraged various women and skiers are those that Models appear with their coats completely unbuttoned and strapless (and even without glasses to protect the eyes, necessary in the mountains) or even in others we can see them totally sexualized wearing only a coat and with their legs completely bare (something that is totally unthinkable).
"Has anyone thought about whether the clothes are technical or just for posing? ZARA VERY BAD. Enough of sexualizing us, of objectifying us, of nullifying us as people and as athletes“, confessed María Gijón in the Instagram post in which she denounces the campaign. “As a woman and a skier since I was a child, I feel INSULTED.. I hope no one buys anything from this collection,” she added. In this same post, the expert requested that even the Women’s Institute should send at least a letter to the brand. “No one in their right mind would go to the mountains like that,” The equality agent concluded the video, adding other photographs from this same campaign in which men appear completely covered (without their face or body being seen) and where what matters is the feeling of adventure and adrenaline that they project in the photographs, in addition to the importance of wearing warm clothing, which is what is really needed when practicing this sport.
A post shared by ZARA Official (@zara)
This same post collects hundreds of comments from users giving their opinion on the matter“I have worked in 3 large fashion companies, in all of them the top management was in the hands of men…”, explained one of them. “As a woman and a skier, I am tired of seeing many girls going out to sunbathe, showing off their outfits and not skiing at all… And although I am not into outfits, I don’t like to look like Mr. Pimpón and I worry about my image. Even if you don’t like it, that is the reality”, added another.
Also, from the blog of Nevasport.com, specialized in skiing, have also joined the denunciation of this campaign with an entry entitled Zara's controversial and pathetic ski clothing campaign. This is a text written by a skier who She complains that the Inditex store gives “a pitiful image of female skiers.”
“In a situation of absolute normality, this advertisement could be made and nothing would happen. But we are so far from that point that what we have to do now is to row to eliminate the stigma and not make these shitty advertisements that outrage so many skiing girls, whose image has nothing to do with the one they want to project in these Zara advertisements. And if only they also looked the same… But no, of course not,” she adds in her complaint.
A post shared by ZARA Official (@zara)
Beyond the sexualized image of female skiers that can be judged in the Inditex campaign, another aspect that women denounce is the sad comparison that is generated between both sexes within this sport. The men's clothing is launched under the name 'Athletic Z', while the women's clothing is 'Collection', which has even led to the idea that men are athletes and ski, and women do not. “If one of the world's leading fashion companies is dedicated to making this rubbish campaign for its sportswear, then we are still in a very, very bad way. And if you want to show the inner layers as well, then do it, but also put photos of girls skiing!” adds the author of the post Nevasport.com.
The campaign, if it were an isolated campaign in a fashion magazine or in the brand's own e-commerce, would be within the norm for this type of publications. It could be compared to photos, for example, of models dressed in haute couture eating pasta with tomato sauce in the kitchen (there are many of these). They are creative photos, they are intended to be 'sophisticated' and nobody thinks that they represent an everyday scene. The problem is the comparison between the two sexes. If we're going to do sports, we all do it. If we're going to pose in the snow, we all pose.
From Women We have contacted Inditex to know their version, we will update the information as soon as we receive statements from the group.
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20 MINUTES EDITOR, SL
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