Swedish retailer Hennes & Mauritz (H&M) has taken a step towards breaking the fashion industry's 'certain ideal of beauty' and for the first time in H&M history featured a Muslim model with a hijab in the brand's newest fall ad campaign.
23-year-old Mariah Idrissi is seen in the H&M video wearing a checkered hijab and large face-framing sunglasses to promote the high street brand's newest green movement: Close the Loop.
Along with the hijab-bearing Muslim model, the ad also features a transgender model, a plus size model and a boxer with a prosthetic limb to promote diversity and "celebrate differences in body types, shapes and ethnicity" in the fashion industry.
The video ends with 'There are no rules in fashion but one: Recycle your clothes' in an initiative to promote recycling fashion items-regardless of their conditions-to be used as second-hand items or to be re-used in the making of new fabrics.
The world's second largest fashion retailer H&M already has a 'Conscious' line made up of 'sustainable' clothing items that are "good for the people, planet and wallet".
Discovered on Instagram, Idrissi is of Pakistani and Moroccan heritage and currently resides in London where she owns a Moroccan-style beauty salon.