High street fashion brand H&M has hired its first ever hijab-wearing model.
Mariah Idrissi, 23, from London, was chosen by the Swedish fashion firm to be one of the stars of its recycling initiative entitled 'Close the Loop'.
Mariah, who is of Pakistani and Moroccan heritage, appears in the brand's video wearing a checkered hijab and sunglasses.
Speaking about the campaign, Mariah who chose to start wearing a hijab at 17, said: "It always feels like women who wear hijab are ignored when it comes to fashion... so it's amazing that a brand that is big has recognised the way we wear hijab."
H&M - the world's second largest global retailer - invited Mariah to star in the ad by way of a model scout, and at first she was skeptical.
With the permission of her parents, however, she went ahead on the basis of it being for a 'good cause'. "(H&M) asked how much in terms of neck I could show, but to be honest they were very respectful," she said.
The fashion giant is currently asking shoppers for their unwanted clothes, regardless of their brand or condition, so it can either re-sell them as second-hand, or recycle the fabric.
Mariah's appearance in the video is accompanied with a voiceover stating: 'Look chic'. The video also includes an elderly man in drag, a plus-size model and a boxer with a prosthetic leg.
It closes with the statement: 'There are no rules in fashion but one. Recycle your clothes.'
Mariah currently runs a Moroccan-inspired beauty salon in London, where she offers henna tattoos and special Halal nail polish, reports the Daily Mail.