H&M unveil new campaign featuring model wearing hijab

Speaking to Fusion about the ad campaign’ Mariah said ‘It always feels like women who wear hijab are ignored when it comes to fashion, ‘ but she is delighted over the huge step to inclusion in fashion.

For its latest campaign video, titled “Close the Loop”, H&M cast Mariah Idrissi, a 23-year-old Londoner of Moroccan and Pakistani descent, after discovering her on Instagram.

Idrissi, who started wearing a hijab when she was 17, had asked her parents’ consent to feature in the ad, and was mostly able to work with female staff on the shoot.

The London native told fashion blog “Fusion” that since the commercial aired, she has been hailed as an inspiration to women by various Muslim women’s groups.

She also said the brand were totally accommodating and provided a private dressing area and limited male interaction.

When Idrissi isn’t modelling, she runs a Moroccan-inspired beauty salon in London where she offers henna tattoos and manicures using Halal nail polish.

“If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet”.

“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”.

So-called “Muslim style” leans toward a more modest aesthetic, but that doesn’t mean it can’t be absolutely stunning.

Idrissi says she was treated with respect during the shoot.

Giving diversity a whole new meaning.

It closes with the words: “There are no rules in fashion but one”.

In short: Wear what you want.