H&M ‘Closes the Loop’

H&M is known for their modern, street-style aesthetic along with their affordable collaborations with high-fashion designers. And now, the retailer can add something else to its name — they are the first to feature a muslim model in their latest fashion campaign.

According to Marie Claire, H&M has placed hijab-wearing model Mariah Idrissi at the forefront of their “Close the Loop” campaign, which also features Iggy Pop and size-26 model Tess Holliday along with “an amputee model, transgender model and group of Sikh men.” However, Idrissi has caused quite a buzz with her appearance in the campaign.

Marie Claire says that Idrissi spoke about her role in the campaign to Fusion, explaining that she isn’t sure why she has garnered such attention for her part in the initiative. Venturing to explain the attention over her ads, she said, “It might be because 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.”

The 23-year-old Idrissi started wearing a hijba at the age of 17, and asked her parents for permission to star in the ad, in which she worked with mostly female staff members.

However, Marie Claire reports that Idrissi found the H&M staff to be accommodating to her during the shoot, telling Fusion that the staff was very respectful. “If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet,” she explained to Fusion. “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.”

And we’re certainly glad it all worked out. So thank you, H&M and Mariah Idrissi, for showing us that beauty and fashion are not reserved for the mainstream.

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