Go Chique: H&M Features Hijabi in New Campaign

It doesn’t happen very often that a brand uses a Muslim to represent their brand. For their new collection called “Denim” they let a woman who wore a headscarf pose. She wears a pink jacket with a black dress and a white top. Kind of mipster, don’t you think? But I love it!


Muslim Twitter

This initiative was very well received on the internet. The so-called ‘Muslim twitter’ made this picture of the hijabi model go viral. In just two days it had 14 thousand retweets. She also appears in the promotional video at 0:54.

Not only Muslims

But the Muslims were not the only represented in this video. They also featured a shikh man. His name is Pardeep Singh Bahra and he is the founder of Singh Street Style, and a style icon in his own right. He started photographing stylish men when he was 17 years old. His work has been published in Vogue.

Don’t follow the rules

The tag line of this campaign is: “We hope you know by now; there are no rules in fashion but one: recycle your clothes.” The goal of this campaign is to close the loop of fashion and give clothes a second life. The new Denim collection of H&M is made from textiles recycled from the Garment Collecting initiative.

You can watch the entire promotional video here:

What do you think of this promotional video? Is it a good thing or a bad thing? Is H&M the first brand who featured a Muslim in one of their campaigns? I would like to hear it from you!

Written by Assia Loutfi

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Assia is a 21-year- old digital media student. She has a big passion for the Japanese culture and loves tea. In her spare time she likes to read books and watch television series.