23-year-old Mariah Idrissi from London is a Muslim woman of Pakistani and Moroccan heritage. When she was 17 years old, she chose to start covering her hair with a hijab. Idrissi shares her fashion and makeup looks with thousands of followers on Instagram. She was discovered through the social media site and is now creating a lot of buzz in the fashion industry as the first model with a hijab to be featured in an H&M ad.
She was surprised to be scouted
Earlier this year, Idrissi got a call from a model scout. When they asked her to feature in the H&M campaign, she was quite surprised. “Are you sure they know I wear a hijab?” she asked. She was hesitant at first, but since the ad was for the brand’s Close the Loop recycling initiative she reasoned that it was a good cause. The retailer was comfortable with her head scarf and, according to her, very respectful. Sporting a stylish checkered hijab and sunglasses, she appears in the print and video ads for the campaign.
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Exposure for an often ignored demographic
Idrissi remains modest, but she recognizes the significance of the ad.
“I honestly have no idea why the ad is getting so much attention now,” she said. “It might be because…to finally see a hijab in mainstream fashion is a big achievement. It always feels like women who wear hijab are ignored when it comes to fashion. Our style, in a way, hasn’t really mattered, so it’s amazing that a brand that is big has recognised the way we wear hijab.”
A few other retailers have had campaigns targeting Muslims. But despite Muslims being a substantial demographic – it is the second largest religion in the world – and are projected to spend about $484 billion on clothing and footwear by 2019, there are not many Muslim models and very few who wear hijabs.
A contemporary face for her religion
Idrissi knows that people will have varied opinions about the campaign.
“Some people think it’s great that women can be beautiful and wear a hijab, and others think they’re forced to wear it. I’m quite thick-skinned though, so if people did say anything to me, I wouldn’t notice it anyway,” she said.
Most of the response has been positive, particularly from young Muslim women.
This is just the beginning for her
In July, Idrissi launched a Moroccan-inspired beauty salon in London named Salon Marrakesh. The contemporary hair salon is dedicated to its clients’ relaxation and wellness. It also specializes in henna application, Moroccan massages and Halal nail polish for Muslim women who need to participate in traditional prayers.
Watch a video of the Close the Loop campaign below:
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