Mariah Idrissi stars alongside a curvy model, amputee model, transgender model and group of Sikh men in the fashion retailer's Close The Loop campaign but is garnering the most attention for her role in the ad.
"I honestly have no idea why," she told Fusion, "it might be because hijab fashion has boomed in the last few years and to finally see a hijabi [a woman who wears a hijab] in mainstream fashion is a big achievement".
And the 23-year-old praised H&M for the respect and understanding they paid her during the shoot. Speaking to Fusion, Idrissi said: "[H&M] asked how much in terms of neck I could show, but to be honest they were very respectful."
Idrissi, who started wearing a hijab when she was 17, had asked her parents' consent to feature in the ad, and was mostly able to work with female staff on the shoot.
"If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet," she said. "One of the watches was dangling in the wrong way, and rather than just twisting it on my wrist, the cameraman asked a woman to come over. It just showed that little bit of respect."
Idrissi was pleased to be able to take part in the campaign which promotes recycling clothing and also features Iggy Pop and curve model Tess Holliday.
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