H&M Model Sparks Conversation with Hijab
In October, retailer H&M launched an ad campaign video for its’ new fashion line, “Close The Loop." But it wasn't the sustainable line, featuring 10 new denim styles made from recycled cotton from textiles, that grabbed the audience's attention, nor was it the aging drag queen, men in turbans, or woman with armpit hair. What made headlines was a barely five-second long shot of a young woman wearing a fall coat, black handbag, sunglasses, long wide-leg pants, and a herringbone hijab.
Needless to say, H&M sends the message that their brand is inclusive and embraces people of all backgrounds, or, as they put it, "there are no rules in fashion but one: recycle."
The model in the video, London-born Maria Idrissi, has been part of the growing social media community of young Muslim and hijab wearing women sharing beauty and fashion trends and was discovered as a model through her Instagram feed.
But Idrissi wasn't prepared for the publicity from the H&M campaign, as she told CNN, "I was surprised, they actually really knew exactly how I should be dressed. They understood it had to be very loose fitting, not figure hugging, not anything revealing. They gave a range of different outfits. I kind of hinted what I liked and all of them were respectable."
Indeed, her outfit does convey the stereotypical “modesty” associated with Muslim culture. Her wide pants are loose and floor-length, her top is slick, but loose. Idrissi also added, “Hijab isn't a fashion. We can adjust it to fashion but we have to remember that the sole purpose of the hijab is to be modest.” This trendy-but modest look seems to be a hit.
Following the advertisement, many of Idrissi's followers on Instagram and other social media platforms tweeted their support. Muslim Girl published an article praising Idrissi and H&M for representing Muslim women. Glamour magazine described her as “mega fierce.” Idrissi's personal Instagram account features photos of her wearing a headscarf in a variety of ways, all while sporting lipstick and a nose ring. When CNN asked Idrissi if modeling defied Islamic traditions, she denied it, “As long as I'm dressed correctly, according to Islam, then there's no problem,” she said.
This is not a rebellion. H&M did not cunningly place a Muslim woman in a fashion ad to start a war against religious fanatics, in fact, Idrissi's appearance was not even the central part of the clip. It was included as an example of individual style and beauty. What does this mean? Personally, I think this is a good idea and reflects the style of many trendy Muslim women.
Featuring hijab-wearing models in mainstream advertising could change the cultural stigma considering the hijab as a fashion piece. However, the hijab is not simply a fashion choice. When asked to advise aspiring Muslim models, Idrissi replied, "I would say, make sure your intentions are correct in terms of why you're doing it. Hijab isn't a fashion. We can adjust it to fashion but we have to remember that the sole purpose of the hijab is to be modest.”
(Photo: H&M)
