H&M clothing says that you can look chic and sheik in a new ad that features hijab-wearing models as well as turban-wearing sikhs, a transgendered princess, and an amputee boxer. The campaign for the world's second largest clothing retailer features non-conventional models and also encourages consumers to recycle clothing.
The Pakistani-Moroccan model who was front and center is Mariah Idrissi, a 23-year-old salon owner in the UK. She is the first hijab-wearing model ever to be featured in H&M ads. She said she never expected the modeling gig to make the headlines, and was pleased that the clothing brand was respectful of her religious beliefs and cultural norms for not wearing tight fitting or revealing clothing.
Idrissi said in an interview that she was impressed that the clothing options presented to her during fittings were very appropriate.
"I was surprised, they actually really knew exactly how I should be dressed. They understood it had to be very loose fitting, not figure hugging, not anything revealing. They gave a range of different outfits. I kind of hinted what I liked and all of them were respectable," she said.
According to reports, Idrissi was also surprised at how the crew during the shoot was respectful of her religion, making sure she had a full female staff and a private dressing room, and even the cameraman who noticed a watch was out of place for a shot, called on a female assistant to adjust it rather than touching Idrissi himself.
"It just showed that little bit of respect. If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet," she said in an interview.
Also featured in the "Close the Loop" ad campaign were a Gulf Sheik, a row of bearded Sikh men, an amputee martial artist, a transgendered model, some stylish seniors, size 22 model Tess Holliday, conceptual designer Daniel Lismore, Iggy Pop going commando, and other people from all over the world who dare to break the mold.
The campaign itself encourages consumers to recycle their clothing and promotes H&M's line of fashion made of organic cotton and recycled fabric from the Swedish brand's own in-store garment collecting program.
The models used in the campaign, however, have been making a bigger impact, as the hijab-wearing Idrissi, plus-sized Tess Holliday, and others show how the brand acknowledges and embraces diversity.
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