Mariah Idrissi, the British model who made headlines as the first hijab-wearing woman in a global fashion campaign, is stepping into a new chapter of her career from her new base in Dubai. Nearly a decade after her historic 2015 debut with H&M, Idrissi now focuses on building a media company that merges branding with meaningful storytelling.
Born in London to Moroccan and Pakistani parents, Idrissi always aspired to work in media. “I wanted to get into film or television,” she said. “Then I was scouted for a modelling campaign, and that led to ten years in the fashion industry.” Over time, her connection to Dubai deepened. “I used to travel here often for work and have many friends in the city. When my husband and I married, we chose to settle in a Muslim country. Dubai felt like the perfect mix—sunny, advanced, and incredibly welcoming. It’s like a better version of London in many ways.”
Idrissi’s new venture focuses on linking brands with impactful documentary-style storytelling. “I want to create stories that go beyond traditional marketing,” she explained. “I also hope to collaborate with leading production companies and local publications as I grow this vision.”
Although she now calls Dubai home, Idrissi continues to maintain a strong international presence. She frequently travels for lectures, fashion events, and creative projects. “I was recently in Abu Dhabi for a fashion panel and will be heading to London soon for other collaborations. It’s a very active time right now.”
Looking back at her campaign with H&M, Idrissi acknowledges the deep impact it had—both on her life and on the fashion industry. “That campaign wasn’t just a personal breakthrough. It changed how people see Muslim women in mainstream fashion and media,” she said. “Before that, most prominent Muslim women had visibility online but rarely appeared in major campaigns. That opportunity helped shift the industry, and today, we see far more inclusivity in brand collaborations.”
With her focus now on media and storytelling, Mariah Idrissi continues to break boundaries, using her platform to elevate underrepresented voices and inspire change through creative innovation.
