“Maria Hidrissi for H&M is just all kinds of wow,” exclaims a Twitter user, echoing the sentiments of hundreds who have been raving about the look of a Muslim model that graces the ad for a campaign by the clothing brand.
A white top tucked into flared palazzo trousers, peeking out from under a peach-coloured overcoat; oversized sunglasses, a black purse and a loosely tied Shemagh-designed hijab is the look that the London-based Moroccan boasts for H&M’s #HMConscious campaign. It’s that look that is trending as much for its style quotient as it is for its modesty.
Idrissi is part of the fashion brand’s short film that promotes their effort to recycle old clothes to launch a fresher reinvented line, which began in 2013. They will be launching their new denim line called Close the Loop, created from the donated clothes during the programme.
The admiration for Muslim women’s fashion has been noted by industry experts, who consider it a rapidly growing trend in the industry. According to a report by Thomson Reuters, Muslims spent $266 billion on clothing and footwear in 2013 and will increase spending to $484 billion by 2019. So it comes as no surprise that big clothing brands like H&M want a piece of that pie. DKNY launched a collected for Ramadan in 2014, Tommy Hilfiger and Mango followed suit with a collection this year.
Idrissi’s image has inspired popular Muslimah Bloggers, like Muslim Girl to comment on the message the images sends.
“Maria Hidrissi didn’t just model for an ad campaign, she awakened the people. In a simple and quite way she made others look at a Muslim woman without fear or contempt but with a healthy curiosity. Maria opened a conversation that has always been strained.”
The look has caught the fancy of Muslim’s and non-Muslims alike.
“So @hm knows how it should be! #Marketing at its best. Maria Hidrissi #HMClosetheLoop #HMConscious #Fashion,” @Smienos tweeted.
“How sensational does mariahidrissi look in the new global @hm campaign? Over million views already,” says @tropical_rose about the image that has gone viral on Instagram and Facebook, as well.
aahmed@thenational.ae
