Meet Mariah Idrissi, H&M's first Muslim model in a hijab

H&M features a Muslim model in a hijab as part of their Close the Loop recycling initiative

By Shantila Lee | Published: 29 Sep 2015

H&M's 1st Muslimah
Photo: H&M

Mariah Idrissi, a 23-year-old Muslim woman of Pakistani and Moroccan heritage based in London, is the first model to wear a hijab in H&M's new campaign video. Standing in a doorway adorned with a checkered hijab, wide-leg trousers and round sunglasses, as a voiceover whispers 'look chic', Mariah flashes a fierce smoulder, holding nothing back.

She currently runs a Moroccan-inspired beauty salon in London that offeres henna tattoos and Halal nail polish, and an Instagram account with more than 7,000 followers (check the gorgeous selfie below). She said, "It always feels like women who wear hijab are ignored when it comes to fashion... so it’s amazing that a brand that is big has recognised the way we wear hijab."


Eid Mubarak!!! 😘 #Eid2015

A photo posted by Salon Marrakesh London (@mariahidrissi) on


The campaign is part of the high street brand's Close the Loop initiative, asking shoppers for their unwanted clothes to be re-sold as second-hand or to recycle the fabric. The fashion giant is paving the way forward for liberating fashion from stifling conventions and stick-insect-only norms, with the video also featuring an elderly man in drag, a plus-size model and a boxer with a prosthetic leg. The vid closes with the words: "There are no rules in fashion but one. Recycle your clothes."

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