It is of great surprise H&M have broken the typical fashion norm of starring a Muslim woman in their latest H&M Campaign.
Twenty-three year old Mariah Idrissi, of a Pakistani and Moroccan heritage based in London appears in the high street brand’s video wearing a checkered hijab and sunglasses, covered head-to-toe in the most stylish way of nude pink/beige boyfriend blazer/jacket paired with a white tucked in top into black wide-legged pants with white shoes to promote Close the Loop recycling initiative. No idea what the initiative supports you can click here on an article I did not so long ago.
Back to Mariah who spoke to Fusion about the campaign, she chose to start wearing a hijab at 17, in the interview she 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.’
Idrissi represents a great example of diversity of the young female muslim woman in fashion in H&M’s short film. But in natural fact in today’s society Hijab fashion is a common trend, that can be yet so modest and fashionably at the same time. I sound bias, maybe because I have friends who wear the hijab as well as following a great set of hijab fashion bloggers on Instagram, many will know Dina Tokio another great example. More ads, once again my personal opinion should represent Hijab fashion.
So what happened during the ad? With the consent from her parents, she went excitedly to the shoot, there was little male interaction, a private dressing area that the camera team accommodated for her.
“[H&M] asked how much in terms of neck I could show, but to be honest they were very respectful. 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. If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet,” Idrissi says in the interview.
Mariah’s appearance in the video is accompanied with a voiceover stating: ‘Look chic’. The video also includes an elderly man in drag, a plus-size model, a boxer with a prosthetic leg, a Gulf Sheikh and a group of Sikh men. The video’s great skill of diversity, shows a newer, fresher side to the fashion industry – with H&M being a fashion giant in the retailer/consumer industry, second biggest after Zara.
Being singled out in the U.K. media for her role, she also tells Fusion:
“I honestly have no idea why,”
“It might be because 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.”
You can view the ad below.