- Advertisement -

Mariah Idrissi (born 16 August 1992) is a British model, public speaker, and online personality. Idrissi initially gained recognition as the first Muslim hijab-wearing model when she appeared in multinational retailer, H&M’s “Close the Loop” campaign in 2015; after which, Idrissi became a leading authority on “modest fashion” appearing on domestic and international news programmes on the subject. In 2016, Idrissi signed to Select modelling agency in 2016 and signed with Insanity Group Management in 2017.


Idrissi was first scouted by former actress turned casting director, Coralie Rose at London’s Westfield shopping centre, Shepherd’s Bush. Rose’s talent agency, ‘Road Casting Kids’ secured Idrissi’s first casting, an appearance in H&M’s 2015 sustainable fashion campaign, ‘Close The Loop’. In the ad campaign, “Idrissi is pictured outside a fish and chip shop in East London wearing a pink coat, aviator sunglasses and a checked hijab” making her the first Muslim hijab-wearing model.

Idrissi appears in both print and video ads for the Swedish fashion brand’s campaign. As a result, both Idrissi and H&M made headline news receiving domestic coverage across major British media outlets, and in high fashion magazines Elle, Marie Claire and Teen Vogue. International news broadcasters including CNN, ABC AU, Huffington Post, NBC and Al Jazeera covered the now viral campaign. Katie Rogers of The New York Times wrote: “the story of Mariah Idrissi, a hijab-wearing model, has prompted a discussion about women who are reclaiming the head scarf as a form of stylish self-expression.” Aaron Morrison of The International Business Times reported, “There’s a considerable amount of buzz in the fashion world about Mariah Idrissi”.

Publications began to refer to Idrissi as the face of modest fashion. Entity Magazine titled its piece, “Mariah Idrissi: The New Face of Modest Fashion”, while journalist, Salem Ola of Abu Dhabi newspaper, The National said:

Her two-second cameo sent a wave of excitement and uncertainty through the fashion industry. Without even realising it, Idrissi had become the face of modest fashion, as the first hijab-wearing model for H&M, the second-largest global retailer, after Zara.

Writing on Dolce & Gabbana’s ‘Abaya’ collection designed specifically for Muslim women, The Telegraph’s, Fashion News & Features Editor, Bibby Sowray credits Idrissi as “one of the first to make waves in the industry”, while co-host of NPR’s Morning Edition, Renee Montagne refers to the appearance of hijab-wearing model, Idrissi as “groundbreaking”.

In May 2016, Idrissi joined the first Istanbul Modest Fashion Week held in Turkey as a “modest influencer.” In November 2016, Idrissi featured in contemporary modest fashion retailer, Aab’s winter season collection.

Idrissi has also appeared on a Fenty Beauty campaign, the cosmetics line by Rihanna.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: