The Dutch-owned modest fashion brand Merrachi made its debut in the heart of Paris, with a new pop-up store. While curious Parisians admired the new addition, French politicians had less enthusiastic opinions. 👀
After first gaining popularity online, especially among Muslim women, Merrachi opened stores in Amsterdam and Antwerp, and Paris was a natural next step.
Modest clothing for everyone
Merrachi’s founder, Nada Merrachi, told the NOS that she wants modest fashion to be inclusive.
“We want to bring two worlds together and connect them.” That’s why the brand features women with and without headscarves in the campaigns.
@ss.kk24 @Nada Merrachi @MERRACHI #merrachi #merrachigirl #nadamerrachi #oboxing #paris #popup #amsterdam #hijab #voilee #girls #girls #merrachi ♬ origineel geluid – MERRACHI
She chose the city centre on purpose, explaining that she wants modest girls like her to take up more space in city centres instead of feeling like they don’t belong.
“Many women who dress modestly are often not visible in the centre. Often, the shops where you can buy modest clothing are in the suburbs.”
The girly-pops are loving it
The response? Overwhelmingly positive — at least for Merrachi’s shoppers.
Hundreds of women lined the streets of Paris’ snazzy Le Marais shopping district, excited to check out the collection.
Merrachi believes her brand disrupts stereotypes and preconceived notions about modesty, expanding people’s perceptions of the different styles and cultures that exist in fashion.
The Eiffel Tower’s modest makeover
To release the launch, Merrachi released a brilliant campaign video, “dressing up” the Eiffel Tower in modest clothing (wrapping it in an abaya and headscarf).
*Cue French political outrage*
French law bans abayas and headscarves in public schools, making their reaction to the campaign pretty predictable.
Far-right politicians accused the brand of “hijacking a French symbol and attacking French heritage” and called it “a terrifying political project,” proving once again that fashion is everything but apolitical.
But hey — any press is good press, right? 😉
What do you think about Merrachi? Would you wear some of their stuff? Let us know in the comments below?
