High street fashion brand H&M has unveiled a new campaign featuring, for the first time, a model wearing a hijab.
The Independent reports that Mariah Idrissi, 23, who has Pakistani and Moroccan heritage, was selected via a model scout competition.
She appears in the H&M video wearing a checkered hijab and sunglasses with the H & M clothes.
“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,” Mariah said.
Mariah, who started wearing the hijab at age 17, sought the permission of permission of her parents, who agreed that it was a “good cause”.
She said the team at the shoot were mostly women, and that men were instructed not to touch her. She was also provided a special private dressing area.
