Wednesday 17 January 2018

H&M breaks boundaries by featuring a Muslim model wearing a hijab in new ad campaign

Freya Drohan

Freya Drohan

High street retailer H&M has released its latest ad campaign which stars a model wearing a traditional Muslim headdress, alongside Tess Holliday and Iggy Pop.

The Swedish fashion giant has revealed the 'Close the Loop' campaign - which has garnered attention all over the world.

For the first time, H&M enlisted a woman who wears a hijabto feature in its advertisements.

Mariah Idrissi (23) has been wearing a hijab for the last six years and praised the Swedish fashion brand for the respect and understanding they paid her during the shoot.

"H&M asked how much in terms of neck I could show, but to be honest they were very respectful,"the Londoner told Fusion Magazine.

"Hijab fashion has boomed in the last few years and to finally see a hijabi a woman who wears a hijab in mainstream fashion is a big achievement," she continued.

"If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet," she revealed. The young woman only agreed to star in the campaign after she received consent from her parents.

"One of the watches was dangling in the wrong way, and rather than just twisting it on my wrist, the cameraman asked a woman to come over. It just showed that little bit of respect."

Mariah, who is of Pakistani and Moroccan heritage, is the founder of a West London beauty salon which specialises in henna and halal nail polish.

She stars alongside curvy model Tess Holliday, an amputee model, a transgender model, and a group of Sikh men in the game-changing mini film.

The short promotes the idea that there are no rules in fashion, and encourages individuals to push the boundaries.

Its ultimate message is a reminder of the importance of sustainable fashion, enforcing the message to always 'recycle your clothes'.

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