H&M Muslim Ad Campaign With Hijab Model Signals Future Diversity In Fashion Advertisements, Analysts Say
In an industry known for promoting a certain ideal of beauty, Swedish retailer Hennes & Mauritz AB has made a bold marketing choice. As anti-Muslim sentiment in the U.S. and in Europe experiences an unprecedented rise, the clothier more familiarly known as H&M this month unveiled a campaign that prominently features a Muslim model in garments from the company’s autumn line, including a hijab, a head scarf worn in a style typically seen on observant Muslim women.
The move for some fashion retailers to feature Muslims in their advertising campaigns is refreshing, civil rights advocate Ibrahim Hooper said. Without assuming the motivations of H&M, he predicted the casting decision can only be a good thing for the retailer’s bottom line and for Muslims everywhere.
But there may be more to H&M’s decision to showcase model Mariah Idrissi than meets the eye, some Muslim and non-Muslim fashion advertising market analysts said. Retailers are increasingly trying to appeal to a wider consumer base with minority models, and there is some evidence that it works. Although the West is becoming more secular, immigration-driven diversity could mean that U.S. and European consumers will see more religion in ads, just as they are seeing more gay and plus-size models.
“It’s always been my contention that the portrayal of Muslims in popular culture is critical,” Hooper, spokesman for the Council on American-Islamic Relations, said Monday. “Anytime there are American Muslims shown as ordinary people, I think it’s quite helpful.”
Source: www.ibtimes.com