We all know that the journey to changing the fashion industry’s perception of beauty still has a long way to go, but it’s definitely getting there.

Clothing retailer H&M has invited 23-year-old Pakistani Muslim model, Mariah Idrissi, to star in its latest ad campaign.

READ MORE: H&M to open first store in SA next month

This campaign has received attention firstly due to the brand’s decision to feature a Muslim model, and secondly because it features her wearing hijab.

“It always feels like women who wear hijab are ignored when it comes to fashion, so it’s amazing that a brand has recognised this,” she told Fusion.

According to the Daily Mail, Idrissi was skeptical when she was first approached about the campaign through a model scout.

However, with the permision of her parents, she went ahead on the basis of it being for a “good cause”.

Idrissi says she was treated with respect during the shoot. According to the Daily Mail, the majority of the team on the shoot were women and men were instructed not to touch her. She was also provided a private dressing room.

“H&M asked how much in terms of my neck I could show, but […] they were very respectful,” she said.

When Idrissi isn’t modelling, she runs a Moroccan-inspired beauty salon in London where she offers henna tattoos and manicures using Halal nail polish.

In the campaign video, Idrissi is seen wearing a checkered hijab and sunglasses to promote H&M’s “Close the Loop” recycling initiative. The video closes with the statement: “There are no rules in fashion, but one. Recycle your clothes.”

H&M’s campaign asks shoppers to donate unwanted clothes, regardless of their brand or condition. These can be dropped off any H&M retail store worldwide.

READ MORE: H&M to launch recycled denim range

Watch the campaign video below:

Source: Daily Mail UK