“Obviously it would be nice not to get old and ugly, but the mental process is only for the better.”
Timeless | a conversation with Kristina de Coninck. Check more at zara.com
A post shared by ZARA Official (@zara) on Aug 30, 2017 at 12:53pm PDT
Global clothing brand Zara, known for their on-trend fast fashion pieces, employed Malgosia Bela, 40, Yasmin Warsame, 41, and Kristina de Coninck, 53, to star in an online editorial campaign for its "Timeless" collection.
The purpose of this collection was to celebrate aging and to make a statement that older people also have a place in the fashion world.
Timeless | a conversation with Yasmin Warsame. Check more at zara.com
A post shared by ZARA Official (@zara) on Aug 30, 2017 at 9:46am PDT
However, things didn’t go as planned.
In between the campaign pictures, there are punchy quotes from the models, one of whom went totally off the rail with her cringe-worthy selection of words.
This is what Bela delves had to say on the subject of getting older:
"I prefer myself so much better now than 10 years ago or 20 years ago. Obviously it would be nice not to get old and ugly, but the mental process is only for the better. So, it’s a paradox: more confidence, and you’re getting old. But it’s… I kind of like it.”
Timeless | a conversation with Malgosia Bela. Check more at zara.com
A post shared by ZARA Official (@zara) on Aug 30, 2017 at 7:00am PDT
Considering these pieces are supposed to be “timeless,” we’re sure they’d be worth the investment.
But linking "old" to "ugly" is not what Zara was supposed to highlight. In fact, they had to promote the opposite stance.
Instead of editing out this statement, the fashion retailer used it in a pull quote on its website, next to the model's photo.
Sadly, such missteps are becoming routine for the brand. Back in March, Zara used thin models for a “love your curves” ad.
Although the idea was brilliant, the wrong execution resulted in a completely different message.
Thumbnail/Banner Credits: Pixabay, AhmadArdity