H&M Taps Hijab-Wearing Model, Mariah Idrissi, for Powerful New Campaign
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- October 2, 2015
H&M is changing the face of fashion — one campaign at a time. The brand’s latest ad features Mariah Idrissi, the first hijab-wearing model to be spotlighted by the global retailer.
Courtesy Mariah Idrissi
The 23-year-old London-based model, who was discovered by a scout on Instagram, stars in the brand’s latest denim campaign, dubbed “Close the Loop,” to promote the idea of eco-friendly, sustainable fashion, through recycling.
As the first woman to wear a hijab in an H&M ad, Idrissi says she loves that she’s setting a precedent in the industry, especially in a global campaign.
“It always feels like women who wear hijab are ignored when it comes to fashion,” she told Fusion. “Our style, in a way, hasn’t really mattered, so it’s amazing that a brand that is big has recognized the way we wear hijab.”
She added: “It might be because hijab fashion has boomed in the last few years and to finally see a hijab in mainstream fashion is a big achievement.”
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The short film also features an amputee model, a group of plus-size models and a group of Sikh men. Check out the full video, below!
What do you think of H&M’s latest ad campaign star? How about the video? Share below!
–Sarah Kinonen
Follow @sarahkinonen
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