H&M Hires Hijab-Wearing Model to Appeal to Muslim Shoppers
Mariah Idrissi models for H&M.
Talk of cultural appropriation and discrimination may seem like an almost weekly occurrence in the fashion world, but today, we’re happy to report that at least one major player is making a forward stride: H&M has just released its first-ever campaign featuring a model wearing a hijab.
The fast-fashion mega chain has enlisted Londoner Mariah Idrissi. a Muslim, to appear in ads for its ‘Close the Loop’ clothing recycling program. She was first contacted by H&M early this year, after the retailer caught wind of her Instagram account, filled with her stunning henna designs. When a model scout contacted her, the first thing she said was, “Are you sure they know I wear a hijab?”
The short film for Close the Loop, below, also features a plethora of other people from various religions and walks of life (including a brief cameos by Iggy Pop and Tess Holliday), but it’s Idrissi appearance that’s making headlines—particularly in her native UK. Though, as she tells Fusion, she’s not entirely sold on the reason.
Mariah Idrissi takes a selfie. Photo: @mariahidrissi/Instagram
“I honestly have no idea why,” she says. “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.”
She’s not wrong: According to Racked, H&M’s decision to include Idrissi, 23, reflects fashion’s recent attempts to appeal to Islamic customers. (Islam is the second most popular religion globally, after Christianity.) By 2019, it’s estimated that Muslim shoppers will spend approximately $484 billion on clothing and footwear.
Will H&M be successful in snagging a chunk of that spending? Only time will tell.
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