H&M is making headlines by featuring a hijab-wearing woman in their latest ad campaign “Close the loop”.
The video shows a variety of characters, including Iggy Pop, breaking various fashion rules such as trying too hard, mixing pink and red or showing one’s pantyline. Their statement: There’s no fashion faux-pas but not recycling your clothes. The campaign wants to make people bring their unwanted clothes to H&M stores in order to be reused or recycled – and that’s what they mean by closing a loop.
Amongst all these sceneries, there is the brand’s first featured hijab-wearing model, Mariah Idrissi, a choice that has attracted a lot of attention these days. “It always feels like women who wear hijab are ignored when it comes to fashion,” the 23-year-old Londoner told Fusion. “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.” And that’s true: approximately 7% of Austria’s population are Muslim and many of them customers of chains like Zara and H&M – just like the rest of us. There is an equality movement for all other minorietes – so why not for veiled females?
Anyway, H&M paid Idrissi respect and understanding: speaking to Fusion, she said: “[H&M] asked how much in terms of neck I could show, but, to be honest they were very respectful.[…] “If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet.”
Even though H&M has obviously created the campaign for their business, the political statement behind should not be ignored!
Watch the whole spot here: