A lot of people seem to think that if you’re covered, you can’t be fashionable or trendy – but that’s obviously not the case.
In recent times we’ve seen more brands taking on hijabi women as models, in an effort to diversify and shatter the narrow ideals of the fashion and beauty industry.
The result? Some of the best collaborations and campaigns we’ve seen. Here are our favourites.
Mariah Idrissi for H&M
The 23-year-old Brit became H&M’s first ever Muslim model this year, starring in the Swedish brand’s campaign video for sustainable fashion.
Speaking to The Independent, Idrissi said that since the advert aired, she’s had girls contacting her online, saying: “I wanted to take my scarf off but now I’ve seen you I’m more confident.”
Despite the globally positive reaction to the campaign, Idrissi – who is of Pakistani and Moroccan descent – said she’s still had some commenters tell her the video was immoral.
Her answer? “Why can you not look decent and covered? You don’t need to be naked to look good. There is no restriction on having a personality if you wear a headscarf.”
Noor Tagouri for Playboy
The American journalist made waves this year after becoming the first Muslim hijabi to appear in the men’s magazine.
Tagouri defended her decision to appear in Playboy, which used to feature nudity, stating that it was part of her mission to quash the stereotype that Muslim women are submissive or oppressed because they wear a hijab.
In the shoot, Tagouri poses in a series of images which are all modest and demure.
“I will have succeeded in effecting change when all girls realise they can do anything they want without having to sacrifice who they are as a person,” she said in her interview.
Rahaf Khatib for Women’s Running
In October of this year, this American mum of three became the first hijabi to appear on the cover of a fitness magazine.
The six-time marathoner and two-time triathlete said she hoped the article would inspire other Muslim women to take up running.
“I feel like [other] covered women maybe are hesitant to get out of their comfort zones,” the 32-year-old told Women’s Running. “Maybe it’s a lack of apparel out there; maybe it’s all the negative press about Muslim women.
“Don’t be afraid of how you’re going to be perceived. That should be the last thing on your mind. Go out there and do your thing.”
Dolce and Gabbana launch modesty collection
In honour of the luxury label’s vast Middle Eastern fans, Dolce & Gabbana released a hijab and abaya range this year.
The abayas and hijabs modelled below come in sheer georgette and satin weave charmeuse fabrics, bearing the Italian brand’s signature hallmarks, including jewel-encrusted lemons, giant daisies and a lace trim.
The campaign for the modest collection proved a big hit on social media, with fans praising Dolce & Gabbana for offering something fashionable and contemporary yet reserved.
Nura Afia for CoverGirl
Beauty fans the world over celebrated this week when the US makeup brand announced they had signed up their first hijabi ambassador.
American makeup artist Nura Afia is a Muslim blogger known for wearing a headscarf in her YouTube tutorials, and is now set to reach a much wider audience.
The 23-year-old is one of the faces of CoverGirl’s So Lashy! BlastPro Mascara campaign, meaning she’ll be on billboards and TVs all across the States.
Afia regularly experiments with the hijab in her videos, showing people how to tie a variety of turbans, as well as demonstrating a bundle of different makeup looks.
“I grew up being insecure about wearing the hijab and I never thought I would see Muslim women being represented on such a large scale…” Afia told Refinery29.
“I hope [this campaign] will show Muslim women that brands care about us as consumers and we’re important, especially hijabis. [We] can be featured on TV, [we] can be featured on billboards in Times Square. [We] can be represented.”
Anniesa Hasibuan at New York Fashion Week
Every single model sent down the catwalk by Indonesian designer Anniesa Hasibuan in September 2016’s NYFW wore a hijab – the first time an all-headscarf collection has been shown at the event.
The bold move – especially in light of the burqa and burkini bans in Europe – was met with a standing ovation.
The stunning spring/summer 2017 collection saw models draped in a patchwork of silks, bejewelled accessories and intricate lace.
“I did not realise the result can be this amazing, and I am thrilled and humbled by the welcome reaction given,” said Hasibuan following the show.
Images: Instagram/@covergirl, @runlikeahijabi, @nuralailalov, @stefanogabbana, @womensrunningmagazine, @ntagouri, @hm, Getty.