H&M feature first hijab-wearing Muslim in fashion campaign

High street fashion brand H&M has unveiled a new campaign featuring, for the first time, a model wearing a hijab.

Ms Idrissi is a Londoner of Pakistani and Moroccan heritage who began wearing a hijab at 17.

The young fashion & style lover was spotted by a model scout and approached to be part of the H&M campaign.

However, with the permision of her parents, she went ahead on the basis of it being for a “good cause”.

Mariah Idrissi said she took the role because she feels women who cover their heads are often overlooked by the fashion world.

In the weeks after the H&M commercial aired early September, images of the 23-year-old model, clad in an oversized pink trench coat, a checkered hijab and outsized sunglasses – have gone viral, garnering thousands positive comments praising the brand for its diversity.

“[H&M] asked how much in terms of neck I could show, but to be honest they were very respectful“. According to the Daily Mail, the majority of the team on the shoot were women and men were instructed not to touch her. She was also provided a private dressing room.

Mariah owns a Moroccan-inspired beauty shop in London, where she offers henna tattoos and special Halal nail polish.

The video features, amongst others, Iggy Pop, plus-size model Tess Holliday and an amputee model, and focuses on the idea that there are no rules in fashion, accept one: Recycle your clothes.

H&M joins a brief list of brands like DKNY and Mango who have launched Ramadan collections, to include the Muslim demographic in their campaigns.