This week, H&M launches a brand new denim collection made from textiles recycled from the Garment Collecting initiative. By collecting old clothes and turning them into new, updated styles, H&M wants to "close the loop on fashion".
Photo by Miquel Benitez/Getty Images
It would appear they also want to be inclusive of different cultures as they feature Sikh men in turbans and a Muslim woman in hijab in their latest ad.
So called 'Muslim Twitter' has made a photo of the H&M hijabi model go viral in just two days with over 14K favorites and 12K retweets. The model also receives significant video time on the H&M webpage.She's featured in a doorway wearing a pink overcoat, wide legged trousers, and of course a hijab, at around the 0:54 mark as a male voice says, "Look chic, lookshaikh". The length of the YouTube promotional video is one minute and thirty seconds in entirety.
It seems rather fitting that an Islamic person is part of the new campaign for the brand considering the theme is centered around responsible fashion and sustainability a la H&M Close the Loop: Sustainable Fashion Through Recycled Clothes. Muslims are encouraged through their holy book to do all things in moderation and with consideration of living creatures and beings.
Certainly many American Muslims would agree with H&Ms accompanying slogan for the new collection which states, "We hope you know by now; there are no rules in fashion but one: recycle your clothes."
