Is Fashion ready for a hijab-wearing supermodel?
Sex sells. It’s long been the go-to ad strategy for fashion, cars, soft drinks–even household goods. But scantily clad models are no longer a must-have these days. Though Swedish clothing retailer H&M is not averse to showing skin (David Beckham in his undies is still a campaign), it has cast the world’s first hijab-wearing model in maninstream Western retail: Mariah Idrissi.
A new video to promote H&M’s recycling program pushes the idea of being yourself, being unique, breaking the rules and not caring what anyone else thinks about you. In short, it’s the essence of being stylish. The video features a range of style iconoclasts, from punk icon Iggy Pop to fashion blogger Pardeep Singh Bahra, and it’s presented as not so much a political statement as a fashion one.
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Amina Akhtar