When Mariah Idrissi got a call from a
model scout earlier this year asking her to feature in a new ad
campaign for H&M, the 23-year-old was skeptical. “Are you sure they
know I wear a hijab?” she asked.
Now Idrissi, whose parents are
Pakistani and Moroccan, is surprising the fashion world as a new model
for H&M, the second largest global retailer after Zara. This month
she appeared in the brand’s denim collection launch video while wearing a
A handful of brands, including DKNY,
Tommy Hilfiger and Mango, have launched special “Ramadan” collections
in recent years, in time for the holiest month of the Islamic lunar
calendar, or designed clothes with the world’s 1.6 billion Muslim
consumers in mind. Most of the outfits feature long, flowing dresses in
jeweled colors, skirts, long-sleeved shirts and coats.
However, Idrissi is anything but shy and conservative, and flaunts her
faith, face and talent for henna painting, nail art and flawless beauty
application on Instagram, one of the ways she was discovered by H&M.