A 23-year-old Muslim woman has become the first H&M model to wear a hijab in one of the clothing chain's campaigns.
H&M's first Muslim model to rock Hijab
'Women who cover their heads are usually 'ignored' in fashion world'
Mariah Idrissi said she took the role because she feels women who cover their heads are often overlooked by the fashion world.
The advert shows her wearing a checkered hijab and sunglasses as part of its Close the Loop recycling initiative.
She said: "It always feels like women who wear hijab are ignored when it comes to fashion... so it’s amazing that a brand that is big has recognised the way we wear hijab.
"[H&M] asked how much in terms of neck I could show, but to be honest they were very respectful."
Mariah, who is of Pakistani and Moroccan heritage, told to Fusion she was skeptical about doing the campaign after being spotted by a model scout but, after getting her parents permission, decided it was a "good cause".
She added that at the shoot the men were told not to touch her and she was given a special dressing area.
Mariah runs a Moroccan beauty salon in London.
The advert also features an elderly man in drag and a boxer with a prosthetic limb.
It closes with the words: "There are no rules in fashion but one. Recycle your clothes."
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