Beauty and lifestyle blogger Amena Khan - Amena Official Instagram
CAIRO – 15 January 2018: It is the norm to see long, beautiful, glossy hair in commercials for beauty products but L’Oréal has bucked the trend with a revolutionary move.
L’Oréal recruited the hijab-wearing beauty and lifestyle blogger Amena Khan to star amongst the lineup of men and women for a game changing campaign, all while her hair was covered.
“You have to wonder – why is it presumed that women who don’t show their hair don’t look after it? The opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others. And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care,” Khan said to Vogue Arabia.
The L’Oréal Paris Elvive, commercial showcases men and women speaking up about their opinion on their hair and haircare. Khan is seen addressing all women about self-care for their hair, by stating “Weather or not your hair is on display it doesn’t affect how much you care about it,” she continued “Hair is a women’s beauty. Make sure that you look after it.”
This is seen as part of a trend toward the right direction for the beauty industry, in the past year modest fashion has been wildly successful hand in hand with diversity representation.
At the end of last year Barbie released the first ever hijab-wearing doll to honor the bronze medalist Olympian Islamic American fencer Ibtihaj Muhammad. As part of the Sheroes doll collection that was launched in favor for Barbie to recognize real-life female heroes such as gold medalist Olympian Gabby Douglas, writer/director and Academy Award nominee Ava DuVernay, fashion model Ashley Graham and many more.
The hijab is a sign of modesty worn by Muslim women all around the world; despite being a controversial matter nowadays, the fashion industry decided to fight back against islamophobia and reiterate the message of love, peace and acceptance in their advertising campaigns and on the runway by featuring Hijab-wearing models.
Technology giant Apple has joined the movement with the release of 12 emoji characters of women wearing a hijab. Earlier in 2017, Condé Nast launched the magazine Vogue Arabia with the supermodel of the this generation, Gigi Hadid, who was born to a Palestinian father and an American mother, on its first cover. All while Halima Aden is the first veiled model to have walked the international catwalk with Max Mara and to be featured in American Eagle's #ICan campaign.
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