Bringing modesty to the mainstream: How model Mariah Idrissi changed the fashion industry

Since appearing in that H&M fashion campaign Mariah Idrissi has gone on to become a formidable force in the fashion industry.

Making history, Mariah was the world’s first hijab-wearing model to be signed to ‘Select’ models. Since then, she’s gone on to feature in high fashion magazines worldwide such as Marie Claire, Teen Vogue and Grazia.

"Since appearing in the H&M campaign Mariah’s gone on to enjoy a varied career in fashion and social media, but she maintains that empowering women and championing the hijab has always been the end goal"

The British-Moroccan beauty is also an international public speaker who promotes female empowerment and brings modest fashion to the masses regardless of faith or background.

However, fashion was never in the plan. It was only after she was scouted by a casting agent that Mariah decided to pursue her passion for modest fashion.

“I just graduated in English Literature and History and working in a children's shop when I was scouted by Road Casting,” she recalls.

“The first job I ever did as a model was for H&M and that campaign catapulted me into the fashion industry. I always loved fashion as a way of styling and expressing myself but I never anticipated having a career in it.”

Since appearing in the H&M campaign Mariah’s gone on to enjoy a varied career in fashion and social media, but she maintains that empowering women and championing the hijab has always been the end goal.

“Being a creative you end up finding so much inspiration and so many potential goals both short and long term pop up. My focus long term is to tell stories through film and my voice that focuses on identity and spirituality whilst being unapologetically a hijab-wearing woman,” she explains.

“Even my short-term goals are connected to the overall bigger picture. Right now, I mainly use Instagram as a platform to create content sharing my journey.”

Beyond her work projects, Mariah muses about her recent foray into holistic health: “I love holistic approaches to wellbeing as well as studying into my faith” she explains. “I do acupuncture regularly and have recently started being more consistent in Yoga which I hope to stick at!”

Although the modest fashion trend has skyrocketed in the past decade, there’s also been a movement within the community to take the hijab off publicly – something which many influencers have been criticised for.

Although Mariah has no plans to follow their direction, she understands the pressure that many of them must pace: “I think influencers and public figures as a whole have a lot of pressure to be role models, but some communities expect that more than others.

“The best thing is to focus on your own purpose and steps towards that, so the hate or pressure doesn't impact you heavily.” 

And, despite the growing trend of influencers taking off the hijab, Mariah believes that modest fashion is here to stay: “I believe the modest fashion industry will continue to grow as the demand isn't going anywhere. I hope there's more of a sustainable focus on modest fashion and discussions around the essence of modesty as a whole.” 

Sami Rahman is a freelance lifestyle writer based in London. 

Follow her on Twitter: @bysamirahman