Fast-fashion retailer H&M may have more than 3,300 stores in 50-plus countries, but that doesn’t mean it has necessarily represented all ethnicities and religious persuasions in past advertisements, which have starred Beyonce, Gisele Bundchen, Adriana Lima and Anna Ewers, among others. But the brand’s new video ad for Close the Loop — its sustainable clothing recycling program — marks a big first: It’s the first time a Muslim model wearing a hijab has been pictured in a campaign, however briefly.
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The Swedish retailer actually follows other sizable brands that have made attempts at catering more to their prospective Islamic clientele: a Uniqlo designer collab earlier this year featured hijabs, and Mango and DKNY produced lines specifically for the Ramadan holiday.
But Mariah Idrissi, the hijab-wearing model who has spoken about how amazing it is a big brand is recognizing customs like these, isn’t the only outside-of-the-box face featured in this print and video campaign. Also appearing in the ads: Iggy Pop, plus-sized model Tess Holliday, a couple of amputees, Sikh men and a Gulf Sheikh. H&M’s message? “There are no rules in fashion but one: Recycle your clothes.”
