H&M Releases Ad Featuring First Muslim Woman

European clothing store H&M has released a new ad campaign, featuring their first ever female Muslim model.

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23-year-old Mariah Idrissi appears in the short clip for the world's second-largest retailer, wearing a checkered hijab and huge sunglasses.

Mariah Idrissi, who is of Pakistani and Moroccan heritage is based in London and first started wearing the hijab when she was 17-years-old.

The H&M video is to promote its Close the Loop recycling initiative.

Speaking to Fusion, Mariah 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."

When it came to the shoot, she said: "[They] asked how much in terms of neck I could show, but to be honest they were very respectful."

"If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet."

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H&M is asking customers for their second-hand clothes so they can recycle them for fabric.

Their ad comes with the statement, ‘there are no rules in fashion’.

Models of various ethnicities and different body types feature in the H&M campaign.