Fri 2 Oct 2015
Comments Off on H&M and Hijabi Fashion
H&M: Where Pseudo-Sustainability Meets Diversity Porn
by Melody Moezzi, MS Blog, September 30, 2015
The world’s second largest fashion retailer recently made a deliberate move to attract members of the world’s second largest religion, and people have taken notice.
More specifically, H&M featured a Muslim hijabi woman for a split second in this video advertising spot that deftly disguises a sly cost-saving measure as an eco-friendly call for “sustainable fashion.” The spot concludes, “Leave your unwanted garments in any of our 3,300 stores. We reuse them or recycle them into new clothes. Recycling one single T-shirt saves 2,100 liters of water.” Makes you wonder how much money it saves H&M—though unsurprisingly, the ad doesn’t say.
More notably, the ad includes a sort of festival of other “others,” resulting in an awkward spectacle of diversity porn that begs to be shared and tweeted by all those progressive and free-thinking folks who have no problem letting multinational companies into their hearts, minds and closets.