Maybe Zara may have hoped the partnership would add a veneer of avant-garde appeal to its brand, but it has instead brought renewed scrutiny to Abramovic’s dark history.
On paper, Abramovic’s work is described as feminist, pushing the boundaries of the mind and body. However, her performances and imagery often delve into far more sinister territory. Her art drips with references to occult practices, Satanism, and deeply disturbing themes. Shoppers are questioning how she fits within Zara’s image.
Abramovic’s Work
One of Abramovic’s most infamous appearances was a 2014 cover shoot for Ukrainian Vogue. The cover features Abramovic standing behind a young girl, her hands resting menacingly on the child’s shoulders. Both are dressed in solid red, with slicked-back hair, creating an ominous visual. Inside the magazine, it only gets worse.
In one photo, Abramovic holds a bloody, skinned goat head—a symbol associated with Baphomet, a pagan idol tied to Satanism. Another image depicts her standing behind a model posed as a “dead” body, naked with her internal organs spilling out. Abramovic’s hand gestures in these photos are said to align with occult practices. The grotesque and macabre spread has fueled long-standing allegations that Abramovic’s art is more than just provocative—it is deeply tied to occultism.
Political and Hollywood Connections
Abramovic’s connections to powerful elites further compound the controversy. She has collaborated closely with pop star Lady Gaga and has been linked to figures like John Podesta, the former Chairman of Hillary Clinton’s 2016 presidential campaign. Leaked emails revealed Abramovic inviting Podesta to a “Spirit Cooking” dinner, an event that allegedly involves ritualistic performances using blood, breast milk, sperm, and other bodily fluids.
A video of Abramovic preparing for one such event shows her smearing pig blood on walls while writing cryptic instructions, including, “Mix fresh breast milk with fresh sperm milk, drink on earthquake nights.” Spirit Cooking, linked to Aleister Crowley’s occult religion of Thelema, has been described as a sacrament involving these bizarre rituals.
Zara’s Tone-Deaf Gamble
Zara’s partnership with Abramovic feels like a blatant attempt to court controversy in the name of cultural relevance. For a brand that markets itself to a broad audience, aligning with an artist infamous for disturbing imagery seems baffling.
The backlash has been swift on social media. One person commented, “I used to shop at Zara. Not anymore. I don’t do witches.”
Many Zara customers have expressed their intent to boycott the brand. Zara’s gamble on Abramovic might generate headlines in the short term, but the long-term damage to its reputation could outweigh any temporary buzz.
Subscribe today to get unlimited access to all of Evie’s premium content.
