In the ad campaign, "Idrissi is pictured outside a fish and chip shop in East London wearing a pink coat, aviator sunglasses and a checked hijab" making her the first Muslim hijab-wearing model.
[6] As a result, both Idrissi and H&M made headline news receiving domestic coverage across major British media outlets,[9][10] and in high fashion magazines Elle, Marie Claire and Teen Vogue.
[11][12][13] International news broadcasters including CNN, ABC AU, Huffington Post, NBC and Al Jazeera covered the now viral campaign.
[3][4][14][15] Katie Rogers of The New York Times wrote: "the story of Mariah Idrissi, a hijab-wearing model, has prompted a discussion about women who are reclaiming the head scarf as a form of stylish self-expression.
[31][32] Idrissi uses her online social media accounts and speaking engagements communicating reactions to the H&M campaign, her work as an advocate, and how other brands are incorporating Muslim dress in mainstream fashion.