H&M goes hijabi in their latest campaign

Published September 14th, 2015 - 12:00 GMT
Mariah Idrissi in H&M's Close the Loop campaign. (H&M)
Mariah Idrissi in H&M's Close the Loop campaign. (H&M)

Mariah Idrissi's appearance in H&M's video 'Close the Loop' has sent the fashionista Twittersphere into overdrive.

“Maria Hidrissi for H&M is just all kinds of wow,” gushes one Twitter user. “Maria Hidrissi didn’t just model for an ad campaign, she awakened the people. In a simple and quiet way she made others look at a Muslim woman without fear or contempt but with a healthy curiosity. Maria opened a conversation that has always been strained” blogged Muslim Girl - one of the many bloggers who have come out in support - in English, French, Dutch and Arabic.

H&M’s #HMConscious campaign runs through a list of fashion rules to break (Wear brown shoes after six, wear pink [if you're male], wear yellow if you're blonde, wear a short skirt after 40 etc)  and cuts to Idrissi who is modestly dressed in a white top, palazzo trousers, a peach-coloured overcoat; oversized sunglasses, a black purse and a loosely tied Shemagh-designed hijab, the Moroccan's beauty shines through as the voice-over says "Be Chic'...there are no rules in fashion but one: recycle your clothes"

Working at Salon Marrakesh in London's trendy Westbourne Grove, Idrissi is just as chic on camera as off, as her Instagram posts show. her Instagram feed also show inspirational quotes from Islam.

Idrissi's inclusion in the ad is bang on trend for many reasons - apart from the fact that she looks amazing, Muslims spent $266 billion on clothing and footwear in 2013 and will increase spending to $484 billion by 2019 according to Thomson Reuters.

So it is hardly surprising that big clothing brands like H&M want their share of one of the fastest growing segments in retail. DKNY launched a collected for Ramadan in 2014, Tommy Hilfiger and Mango followed suit with a collection this year. Haute couture brand Aab opened a store in London this year.

Experts predict the UK modest clothing market alone could be worth £100M a year.

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