H&M is the world’s second-largest retailer, so its latest move to include a hijab-wearing model, Mariah Idrissi, in a video about suitability will reach the masses while helping to serve an oft-ignored, but major population of women. In filming “Close the Loop,” a video released this month, “[H&M] asked how much in terms of neck I could show, but to be honest they were very respectful,” Idrissi told Fusion. Muslims are the second-largest religion in the world and are expected to spend $484 billion on clothing by 2019, according to Thomson Reuters, but are rarely featured in modeling campaigns. Idrissi, 23, started wearing the hijab at age 17, and has been singled out for her appearance in the campaign, which also includes a group of Sikh men, a Gulf Sheikh and an amputee model. “It might be because hijab fashion has boomed in the last few years and to finally see a hijabi [a woman who wears a hijab] in mainstream fashion is a big achievement,” she said.
Read the full story at Fusion.