The latest campaign for H&M “Close The Loop” features the first Muslim woman wearing a hijab for the fashion brand. the campaign revolves around the idea “There are no rules to fashion but one: recycle your clothes”.
H&M is currently asking shoppers to drop off their unwanted clothes, regardless of their brand or condition, so H&M can recycle the fabric.
The campaign celebrates models of various ethnicities, different body types, drag queens, a disabled athlete, a healthy dose of gender fluidity, Iggy Pop and Muslim woman Mariah Idrissi.
Idrissi, 23, is a Londoner of Pakistani and Moroccan heritage with over 4,000 Instagram followers. She told Fusion News about her experience: “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.
“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. 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. It just showed that little bit of respect.
“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.”
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