The beauty industry can, and has changed the way things are perceived. After Mariah Idrissi starred in a fashion retailer’s campaign, hijab fashion crashed madly into the tides of mainstream identity. The hijab fashion is on the verge of becoming a common sight as L’Oréal Paris has come up with first hair advert featuring a model wearing a hijab.
Amena Khan, one of their brand ambassadors, is officially the first woman to star in a mainstream hair campaign wearing a hijab that will air in the UK. “How many brands are doing things like this? Not many. They’re literally putting a girl in a headscarf –whose hair you can’t see –in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have,” Amena was quoted as saying by Vogue.
She continued saying that while she wears her hijab in public, at home and with family, she doesn’t. “For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It’s an expression of who I am. And even if that expression is for my home life and my loved ones and for me when I look in the mirror, it’s who I am. If I know my hair is greasy but I have a scarf on it, I still feel rubbish all day –even if it’s covered.”
The hair campaign was shot by portrait and fashion photographer Rankin, featuring Amena Khan in a pink headscarf and matching lip shade.
The new mainstream hair campaign is the latest extension to the brand’s endeavour of moving towards more inclusivity and diversity. Staying true to its slogan of “Because we’re all worth it”, the beauty brand is putting representation front and creating a voice for self-worth.
“L’Oréal Paris UK are both proud and excited and to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising,” said Adrien Koskas, L’Oréal Paris UK general manager. “We want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality,” he added.
The campaign comes as an implied narrative of correcting the old stereotype and misconception which were common throughout the early years of modernity. This game-changing campaign is sure to stem out all old tradition and more encourage the representation of one’s identity.