The high-street fashion brand Zara has been bombarded with boycott threats after it hired an Israeli model to advertise its underwear.

After the retailer posted a picture of Sun Mizrahi wearing some of its lingerie on Instagram, social media users replied saying “boycott Zionism” and “Free Palestine”.

One user wrote: “Every single Zionist has to join IDF [the Israel Defence Forces] for some time men and women.”

Another wrote: “I guess after trying to turn Gaza slaughter & genoside [sic] into a fashion statement, makes sense to be supporting an apartheid model. Anyone has any doubt left the level of complicity here & what role Zara would have placed back during holocaust & SA [South Africa] apartheid?!”

The vitriol was countered by pro-Israel activists, one of whom wrote: “I stand proudly with Israel.”

Another wrote: “Great photoshoot that makes me want to buy the whole collection. And to all the commenters from both sides: who gives a flying f**k about the origin of the model? Let beauty be beauty, wherever it comes from.”

Another user posted: “She is just human being, a woman, and not a nationality or ethnicity or a political statement.

“She is just a woman with Zara clothes on. All of you who comment any kind of flag project your racism on her and your dichotomy narrow perspective.”

Mizrahi, who is the daughter of former Israeli professional soccer player Alon Mizrahi, has not commented on the social media storm.

The former fashion design student was ranked by Vogue as number one on a list of “standout models” for the spring-summer 2023 season.

The Tel Aviv based beauty has worked with a number of top designers including Fendi, Dior and Chanel.

Zara was contacted for comment.