Renowned fashion brand H&M launched their “Close the Loop” initiative at the beginning of September. In less than a month’s time, the new campaign has caught the fancy of the people and is being applauded by one and all. So what’s the latest H&M campaign?
The fashion brand in its “Close the Loop” initiative has featured, for the first time ever, a hijab-wearing model. The brand found the model, Mariah Adrissi, a 23-year-old on Instagram and signed her for the campaign. Adrissi is London-based and has Pakistani and Moroccan descent. The initiative, which was launched through a video, also features the plus-sized model Tess Holliday.
Idrissi is seen in the video wearing wide-leg pants, an oversized pink coat, and John Lennon style glares. Of course, she also has a printed hijab on thus completing the perfect for fall ensemble.
While speaking to a section of the media, Idrissi said that women wearing hijab have always been excluded from the fashion scene and that it’s amazing how a big brand like H&M recognized that fashion is also a part of hijab-wearing women. The young model also mentioned how the representatives of the brand were very respectful while shooting with her, even asking her on how much neck she could show.
Meanwhile, the “Close the Loop” campaign is also encouraging customers to recycle their clothes by sending them to the brand’s local garment collecting program. The brand is planning to turn the returned or collected clothes into yarn so that they can be turned into new H&M products.