Latest news with #Merrachi
Al Bawaba
17-03-2025
- Entertainment
- Al Bawaba
Video: Eiffel Tower wears Islamic hijab in controversial ad
ALBAWABA - A Dutch fashion clothing brand named MERRACHI has sparked widespread controversy across social media after sharing an ad of France's Eiffel Tower wearing a hijab, a headscarf worn by Muslims across the globe. According to Sky News Arabic, the viral ad was part of a pro-hijab campaign to promote freedom for individuals who prefer wearing the Islamic head scarf. The ad in question sparked outrage among French officials and politicians who called the move "dangerous" to France's values and traditions. The video was first posted on Merrachi's official Instagram account a week ago and was captioned, "Spotted: The Eiffel Tower wearing MERRACHI, mashallah! Looks like she just joined the modest fashion community." It garnered more than 800,000 views and at least 27,000 likes. While several social media users praised the controversial promotion calling it "iconic" and "brave," some weren't as keen about the idea. An Instagram user wrote under the video, "I am a Hijabi woman and I see this is a controversial promotional advertisement that I did not like raises an important question: if we were to swap cities, would Moroccans accept having a cross placed on the Hassan Tower in Rabat as a promotional message?" The video features the Eiffel Tower wearing a abaya (usually worn in Arab countries), as a hijab comes floating on its head, following Merrachi's logo that fades in at the end. French MP of the right-wing National Rally party Lisette Pollet wrote on Musk's X (formerly Twitter), "UNACCEPTABLE! The Eiffel Tower, the symbol of France, has been hijacked by the Merrachi brand, which covers it with an Islamic veil in a provocative advertisement." Her colleague Jerome Buisson also described the ad as a "terrifying political project" and an "unacceptable provocation."
Morocco World
16-03-2025
- Politics
- Morocco World
Alt-Right French Politicians Fuming Over Veiled Eiffel Tower Ad
Rabat — Merrachi, a relatively small Dutch brand for modest and Islamic clothing, recently sparked controversy and outrage in France for an advertisement featuring the Eiffel Tower draped in a hijab and abaya. The video was first published on Tiktok with the caption 'the French government hates to see Merrachi coming,' signaling its launch in France and light-heartedly poking fun at the mounting restrictions on women's Islamic clothing in the country. French politicians delivered a strong response to Merrachi's remark. What could have been dismissed as the brand trying to reach and connect with its Muslim audience, somewhat expectedly, was branded as an 'attack on French values' and the attempt to 'radicalize France,' according to some commentators. Politician Lisette Polett of the far right Rassemblement National (RN) party took to X to slam the ad as a 'hijacking' of the French symbol and an offense on the country's 'republican values and heritage.' Infamous right wing politician and former presidential candidate, Marine Le Pen, didn't directly comment on the ad, but echoed her fellow party member's sentiment through resharing the statement. Another RN politician called the ad 'a terrifying political project' and an 'unacceptable provocation,' demanding for the brand to be held accountable. Philippe Murer, former left wing turned alt-right politician and economist, even called to ban Merrachi stores in France and suspend access to their website. Some social media users justified their disapproval saying Merrachi's image inappropriately placed Islamic symbols, making non-sequitur comparisons. ' If we were to swap cities, would Moroccans accept having a cross placed on the Hassan Tower in Rabat as a promotional message?'said one comment. However, another responded with 'the Eiffel tower is not a place of worship, so you should have just saved your breath.' France, hailed for its proclaimed 'liberty, egality, fraternity,' has a long history of obsessing over Muslim women's dress under the pretext of secularism, starting by the ban of the hijab in public schools in 2004, face coverings in public areas in 2010, full bodysuits, burkinis, in public pools in 2022, and then the ban of abayas a year later. With all these restrictions in place, one can only wonder how a hijab brand can speak to its intended audience without addressing the concrete circumstances surrounding their very existence. Tags: Far right in FranceFrance islamophobiaHijabHijab Fashion
Middle East Eye
12-03-2025
- Politics
- Middle East Eye
Furore in France over ad featuring Eiffel Tower in hijab
A new promotional video by a Dutch modest clothing brand featuring the Eiffel Tower draped in an Islamic headscarf has sparked a barrage of anti-Muslim criticism and commentary in France this week. The realistic animation by Merrachi, which caters primarily to Muslim consumers, was published on TikTok this week with the text: "The French government hates to see Merrachi coming," hinting at its imminent launch in the country with a tongue-in-cheek reference to France's restrictions on Islamic dress. The video was slammed by far-right politicians, commentators and social media users as a deliberately "provocative" ad that served to "attack" a French symbol. "Unacceptable! The Eiffel Tower, symbol of France, has been hijacked by the Merrachi brand, which covers it with an Islamic veil in a provocative advertisement," wrote Lisette Pollet, an MP with the far-right National Rally, adding that the ad was an offence to French "republican values and heritage". "This is a terrifying political project, an unacceptable provocation!" posted Jerome Buisson, another representative from National Rally. New MEE newsletter: Jerusalem Dispatch Sign up to get the latest insights and analysis on Israel-Palestine, alongside Turkey Unpacked and other MEE newsletters Philippe Murer, a French economist and co-founder of the Citizen Political Movement, called for a ban on Merrachi stores and to cut off access to their website in France. this is not just an ad campaign from Merrachi , this is a clear intention of a take over of Europe. They are covering Eiffel Tower of Paris in Hijab, this may look like a creative advertorial, but understand the meaning behind it, its a clear warning of take over and we are just… — Make Europe Great Again - M.E.G.A (@Woketard82) March 12, 2025 Others said the ad was a sign of the impending "Islamist takeover" of France, and some called for a ban on "Muslim immigration". "For fear of appearing intolerant, we tolerate the intolerable... And meanwhile, little by little the bird builds its nest..." one user said. 🚨 La marque Merrachi a publié hier une vidéo montrant la Tour Eiffel en train de se faire couvrir par un voile islamique ☪️. Les commentaires de nombreux utilisateurs musulmans ont salué cette initiative qui s'attaque au plus grand symbole franç — Lino Bauer (@LinoBauer3) March 11, 2025 Translation: Yesterday, the Merrachi brand published a video showing the Eiffel Tower being covered by an Islamic veil. Comments from many Muslim users praised this initiative, which attacks France's greatest symbol. Another said that the ad posed an existential threat to the country. "How can this MERRACHI brand advertisement be allowed? For those looking for an existential threat to France, here is one! Stop political Islam!" the person said. Some social media users, however, welcomed the ad, praising it as a "creative" and "brilliant" marketing approach that they said would draw attention in France and challenge the country's policies on Muslim women's religious practice. The Eiffel Tower in a hijab? Merrachi really said 'We're not just shifting boundaries — we're wrapping landmarks.' Bold move. — TacticalEdge (@EdgeE50124) March 12, 2025 A person on Instagram wrote, "'The Islamization of France' 🤣😭. Honestly hats off the marketing idea is really great". "Bold move! Merrachi challenges fashion norms with creative marketing," one social media user wrote. Others echoed the playful tone of the ad with comments "celebrating" the iconic monument's "conversion" to Islam with comments like: "Beautiful hijab sister Eiffel" and "welcome to Islam sister Eiffel". Islam in France The advert's caption, "Do you remember when they banned the hijab?" has also sparked discussions regarding France's policies on Islamic attire. Some users argued that the caption was misleading because the hijab was not entirely banned in the country despite state restrictions. In 2004, the French government banned 'conspicuous' religious symbols in state schools and hospitals, which was widely believed to target Muslim girls and women wearing the hijab. This was followed by a 2010 law prohibiting full-face veils (niqab) in public spaces. More recently, in 2023, the government banned abayas - full-length, loose dresses that are worn by some Muslim women and girls - in schools. In 2024, French athletes wearing the hijab were banned from competing in the Summer Olympics hosted in Paris, which UN experts and rights organisations slammed as a discriminatory policy. The French interpretation of secularism, known as laicite, is defined as the separation between the state and religious institutions. In practice, however, academics, rights advocates and commentators argue that it has become an ideological weapon wielded against Muslims in the country.
CairoScene
22-02-2025
- Lifestyle
- CairoScene
The Scene Styled Ramadan Edit
Whether you're dressing for intimate iftars or glamorous suhoors, these are the must-have Ramadan looks from regional brands. As Ramadan approaches, the shift in wardrobe is palpable, with fashion reflecting values, tradition and a refined sense of occasion. This is the time when silhouettes soften, fabrics breathe, and details take on subtle significance. Modesty isn't just a guideline; it's a design language, interpreted through flowing kaftans, sculptural abayas, and effortless tailoring that moves with ease from day to night. This season, designers are rethinking form and function, crafting pieces that are as adaptable as they are elegant. Whether through billowing silk dresses or intricately draped kaftans with delicate embroidery, Ramadan dressing this year is all about personal expression—designers are moving past plain abayas and kaftans, embracing richer colors, sparkling embellishments, and statement-making details (hello feathers and fur). From statement eveningwear to reimagined day-to-night ensembles, this is a curation of the best Ramadan-ready fashion in the region. Harlienz | Aura Jalabiya This abaya is all about presence. Crafted from high-shine metallic fabric, it drapes fluidly over the body. The deep, rich purple hue is bold yet sophisticated, catching the light with every fold. While the silhouette is loose and flowing, the deep V-neckline and structured metallic collar add a sharper edge. Billowing sleeves complete the look, striking a balance between modesty and statement-making glamour. Nissa Project | The Forbidden Flower Abaya This velvet abaya is all about understated elegance. The straight, flowing silhouette softly skims the body, while the fabric's subtle sheen highlights the contrast of darker floral motifs. Long sleeves and a high neckline add a refined touch, while the floral print brings a hint of romance. Merrachi | Frayed Hem Linen Abaya & Breathable Jersey Scarf Soft, fluid, and refined, this cream abaya embodies effortless elegance. The loose silhouette cascades from the shoulders in gentle drapery, while the matching hijab enhances its simplicity. The fabric's subtle texture lends a luxurious, breathable feel, making it ideal for both day and night during Ramadan. Jude | Layan Hijab The Layan hijab plays with color and texture. Its satin finish gives the pastel floral motifs a soft shine, while the deep forest green border adds structure and contrast. Lightweight and airy, it's designed for effortless styling. HRH Collection | 'Allah' Earrings Delicate gold earrings featuring Allah in Arabic calligraphy, adding a subtle spiritual touch. The intricate filigree work lends them a vintage charm, while the circular design keeps them contemporary—versatile enough for everyday wear or layering with other jewelry. Wear Fold | Opal Abaya This full-length abaya glows with a subtle metallic sheen, accented by soft, painterly prints in earthy gold tones. The silhouette is structured yet easy, with a buttoned front and wide sleeves. The fabric's opulent finish adds depth and dimension to its minimalist design. Moroccan Touch | Senim Kaftan Shimmering with metallic threads and soft pleats, this silver kaftan catches the light beautifully. The flowing silhouette and wide sleeves nod to Moroccan tradition, while a tasseled belt cinches the waist for subtle structure. Roh | The Patterned Clutch Crafted from textured, crocodile-embossed leather, this structured clutch makes a refined statement. The warm, earthy brown hue ensures versatility, while the sleek design holds just enough for the essentials—perfect for both day and evening. The Esthetics | Jasmine Abaya Understated but rich in detail, this black coat-style abaya features a floral jacquard pattern for a textured finish. The double-breasted design, wide lapels, and slightly oversized fit give it a tailored edge, making it easy to transition between formal and casual styling. Her Modest Wear | Everyday Modal in Grape Light, airy, and soft to the touch, this modal hijab drapes effortlessly without slipping. The muted lavender shade offers a refreshing alternative to neutrals, making it an easy staple for Ramadan styling. Abadia | Paloma Maxi Dress in Pink This soft pink maxi dress features ruching and delicate gold piping that add dimension. The airy fabric falls effortlessly to the floor, while subtle pleating from the waist enhances movement. Styled with a light, flowing kimono-style cover-up, it's a seamless blend of structure and ease. Tash | Sunshine Reversible Abaya This reversible abaya balances sleek, modern lines with rich, earthy hues of amber and burnished copper. The silhouette is sharp yet fluid, with wide sleeves and a graceful drape that moves effortlessly. Built for styling freedom, it layers easily over both patterns and solids. La Mouche | La Libérée Necklace A strand of multi-colored beads arranged in an organic, effortless rhythm. Draped casually, it adds a vibrant, playful touch to any outfit. Dima Ayad | Knitted V-Neck Kaftan & Knitted Chevron V-Neck Kaftan These sweeping kaftans exude effortless elegance. The Knitted V-Neck Kaftan glows in golden pleats, cinched at the waist for soft structure. The Knitted Chevron V-Neck Kaftan—an ivory dream with sun-kissed metallic detailing—flows like a gentle breeze. Both pieces embrace volume and grace. Malone Souliers | Norah Gold Embossed Leather Flat Sandals Sleek yet refined, these gold embossed-leather flats merge comfort with understated polish. Sculptural straps frame the foot with subtle sophistication, making them an easy transition from suhoor gatherings to evening strolls. Kaleidoscope By Mimi | Suzani Kaftan A striking Suzani-print kaftan in bold orange and deep black. The relaxed shape keeps it effortless, while intricate embroidery tells a story of heritage and confidence. Azza Jewellery | Ramadan Capsule Necklace & Earrings Inspired by Islamic architecture, this jewelry set features a quatrefoil motif in brushed gold. Delicate yet statement-making, it's designed for effortless elegance. My Kaftan | Velvet Kimono in Emerald Green Crafted from silk velvet, this emerald green kimono drapes in soft folds with a luminous sheen. Regal and refined, it's made for layering or standing out on its own. Timran | Grace Dress A structured black bodice meets a voluminous pleated skirt, adding depth and movement. The contrast in textures—sleek fabric against crisp pleats—gives the piece a sophisticated edge.
