Mariah Idrissi reflects on 10 years of changing fashion and what's next in Dubai

For those who have followed the growing representation of Muslim women in mainstream fashion campaigns, UK model Mariah Idrissi is probably the most familiar face. From making history as the first hijab-wearing model in a major global campaign with H&M in 2015, to launching her own media company bridging brands with documentaries, Mariah is a force to be reckoned with.

Ten years after her path-breaking campaign, as she transitions her base from London to Dubai, she reflects on her journey, her new ventures, and what the future holds.

Dubai calling

Growing up in London with a Moroccan-Pakistani heritage, Mariah always knew she wanted to be in the media. "I wanted to work in film or television, but then I got scouted for modelling, and that led to ten years in the fashion industry," she shares.

"Over the years I've been coming to Dubai for work, and have so many friends here; it feels like home. When my husband and I got married, we wanted to live in a Muslim country, and Dubai was the perfect blend of everything we love. It’s like a sunny, more developed, and friendlier version of London. You get a slice of everywhere here—whether it's UK vibes, American culture, or Arab heritage—it all blends seamlessly."

As someone who has continuously pushed boundaries, Mariah is now focused on launching a media company dedicated to connecting brands with documentary storytelling. "I want to create meaningful narratives that go beyond traditional campaigns," she explains. "I’d also love to collaborate with major production houses or local publications while building this business."

While Dubai is now her home base, her work remains international. She continues to travel for speaking engagements, fashion panels, and collaborations. "I was just in Abu Dhabi for a panel with a fashion brand, and I’ll be heading back to London for other projects soon. It’s a dynamic time!"

Representation in a decade

Reflecting on her journey, Mariah acknowledges the impact of her 2015 H&M campaign. "It wasn’t just a milestone for me; it was a shift for how Muslim women were seen in fashion and media. Before that, visible Muslim women were primarily represented online, but not in mainstream spaces. That campaign opened the floodgates, and the presence of visible Muslim women in brand collaborations is undeniably more common.”

She acknowledged that the sight of hijabi women on billboards has become more normalised, and the representation extends to television and film as well. “I mean, I can barely recall seeing anyone like us on screen before. But now, we have characters like Ms. Marvel. It’s hard to believe this is all just a coincidence. We've been part of Western society for over 50 years, yet it’s only in the past decade that such a shift has happened. I’m not saying it’s because of me, but I do believe that campaign sparked something—a ripple effect that influenced what came next,”

Despite the progress, challenges remain as the industry still leans toward a specific look. Many are of Somali or East African heritage, and there’s limited diversity even within this representation. “When brands want to showcase ‘modesty,’ they sometimes put a hijab on a non-Muslim model, missing the cultural and spiritual depth of hijab-wearing women," she says.

Though she was a trendsetter, her career choices have always been intentional. "People questioned how I could be a model while wearing the hijab, but I’ve always set my own boundaries. I stayed away from runway shows and was selective about which brands I worked with. It’s about making intentional choices while staying true to my values."

Her perspective extends beyond fashion into how Muslim brands market themselves. "It’s ironic when Muslim designers, who wear hijabs themselves, launch campaigns featuring mostly non-hijabi models. If your audience is Muslim women, why not reflect that in your branding?"

A decade since the iconic H&M campaign, Mariah is keen to commemorate it. "It’s not just my story—it’s about how modest fashion evolved, how agencies adapted, and how new voices entered the space."

Beyond modeling, she has also explored various facets of the fashion and entertainment industries. In 2016, she delivered a TEDxTeen talk titled 'Changing the Face of Fashion,' discussing the importance of inclusivity. The following year, she graced the cover of Emirates Woman magazine and was featured in Rihanna's FENTY beauty campaign, further solidifying her influence.

She embraces minimalism in both her makeup and attire so effortlessly that during Rihanna’s show, she was ready in no time—so much so that she ended up helping other participants with their makeup instead.

When asked if aspiring models have reached out to her for guidance, she recalls meeting Ikram Abdi, a hijab-wearing model from the UK. "She came up to me at an event and asked how to break into modelling. I told her, ‘You’re 5’10 and stunning—you shouldn’t have a problem!’" she laughs. "And it's amazing to see where she is now."

Advocacy and philanthropy

Mariah's commitment to social causes is evident through her role as an ambassador for Human Appeal, a UK-based charity, starting in 2023. She has also co-written and co-produced an online skit series titled 'The Halalians,' which has amassed over two million views, showcasing her versatility and dedication to creative storytelling.

She currently serves as an ambassador for Muslims Around The World, a global Islamic charity. She has also participated in missions with the UK-based charities Help Yateem and Islamic Relief.

Beyond her media company and ongoing work in fashion, Mariah continues to advocate for better representation in the industry. "There’s still so much work to do in ensuring that Muslim women are authentically portrayed in media and fashion."

As for immediate plans, after spending her first Eid away from family, she's heading to Saudi Arabia for Umrah. "It’ll be a different experience," she says, "but a meaningful one."