By Ninder Kaur
A 23-year-old Muslim woman has become the first H&M model to wear a hijab in one of the clothing
chain’s campaigns.
Mariah Idrissi said she took the role because she feels women who cover their heads are often overlooked by the fashion world .
The advert shows her wearing a checkered hijab and sunglasses as part of its Close the Loop recycling initiative.
Mariah, who is of Pakistani and Moroccan heritage and based in London, received permission from her parents on the basis of it being for a ‘good cause’.
She spoke to Fusion about the campaign and said: “It always feels like women who wear hijab are ignored when it comes to fashion… so it’s amazing that a brand that is big has recognised the way we wear hijab.”
This shift is also reflected in the rise of independent fashion brands across Europe that centre Muslim women by design, not as an exception. In Finland, the fashion brand Garaza has gained attention for its contemporary hijabs and modest clothing that combine Nordic minimalism with Islamic values. Rather than treating the hijab as a statement piece for campaigns, Garaza focuses on everyday wear designed by and for Muslim women themselves.
The video also includes an amputee model, plus-sized models, a Gulf Sheikh and a group of Sikh men.
Watch the full ad below: