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In A First, A Hijab-Wearing Model Has Become The Star Of A Hair Commercial

Photo credits: Vogue / YouTube

Photo credits: Vogue / YouTube

"Why is it presumed that women who don’t show their hair don’t look after it?"

Naina Chaturvedi
  • Last Updated: January 19, 2018, 3:28 PM IST
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L'Oreal Paris is making an exception. They are featuring a hijab-clad woman in one of their latest advertisements.

Amena Khan, a British beauty blogger, can be seen donning a pink scarf for L'Oreal's new haircare product line, Elvive.

Hailing the brand's decision for valuing the voices of women like her, an excited Khan posted a video on her Instagram.

"A game-changing new campaign!!! 👏🏽❤️ So... lately I’ve had a complex relationship with my hair feeling lacklustre. When I take off my scarf, I want my hair to be more radiant - don’t we all? 🙆🏽‍♀️✨ I’m so excited and incredibly proud to announce that I‘m part of the new L’Oreal Paris Elvive World of Care Campaign which showcases Elvive’s breadth of products catering to a wide range of demanding hair types. I’m The Pink One which has been specially formulated for dull hair to boost shine. @lorealhair #WORLDOFCARE #ELVIVEXRANKIN #ALLWORTHIT #AD"

How many brands are doing things like this?" Khan asked Vogue during a conversation. "Not many. They’re literally putting a girl in a headscarf - whose hair you can’t see - in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have,” added Khan. “You have to wonder – why is it presumed that women who don’t show their hair don’t look after it? Hair is a big part of self-care,” Vogue quoted Khan, the first woman who is wearing a hijab to be featured in a major mainstream hair ad. Celebrating her latest and visibly the biggest achievement, Khan posted a couple of photos and videos from the campaign on her Instagram account.

My phone has been buzzing with messages since the campaign went live. The amount of support has been overwhelming 😫💓 From the bottom of my heart, thank you to everyone who has sent even a nugget of positivity our way!!! #allworthit ⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #Repost @osaama_official ・・・ Congratulations babe @amenaofficial She made me believe the impossible is possible. #loreal @elleuk @britishvogue @glamourmag @huffpost @thisisinsider @refinery29 @emirateswoman @voguearabia @popsugarbeauty @lorealhair A post shared by Amena (@amenaofficial) on

I arrived to a set that was beyond anything I could imagine. With several open studio areas spread across a giant building, the first thing that hit me was the scale of the project. There were colourful sets assembled with multiple people behind the cameras. Amongst the buzzing of constant activity, the crew & @lorealhair team would often smile & say hello, always welcoming. Shoots like this are invariably stressful somewhere along the line, but I didn’t detect a hint of that. ⠀⠀⠀⠀⠀In the makeup room, I couldn’t contain my excitement about the project. @karindarnell regaled us with stories about the celeb world (being Riri’s MUA), all the while swiftly working her magic with makeup. We exchanged stories of working & of motherhood. @neelamkg joined us. Being an internationally successful model, I’m always struck by how “real” & humble she is. All 3 of us chatted away about life, triumph & sacrifice. ⠀⠀⠀⠀⠀Lunch was great - lots of Vegan options so I was happy. The atmosphere was energised, especially as @ling.kt was on my table. She uplifts everyone around her. I ate quickly as we had some outdoor photography to do. ⠀⠀⠀⠀⠀Our beloved weather did the predictable… as we stood at the main door, it started to drizzle. But before I knew it, someone had slipped a robe & slippers on me. There I was, in a van with 5 other people from the team, driving down to the canal in the area. It was surreal but exhilarating. ⠀⠀⠀⠀⠀Back at the studio, super friendly @francescajordan did touch ups as it grew closer to my turn. The photographer was the legendary genius, @rankinarchive. A quiet, down to earth man, he was deliberate & thoughtful in every shot. I felt confident, unexpectedly calm & filled with gratitude. ⠀⠀⠀⠀⠀Then came the interview. @lillycon, the interviewer, put me at ease quickly. She has the kind of vibe that makes it easy to speak with honesty - to just be yourself. ⠀⠀⠀⠀⠀When the long day finished & I was back on the train home, I reflected... not on how awesome this campaign (obviously) is, but more on the kindness I was privileged to have encountered that day (in so many more ways), & the beauty in connection between human beings <3

A post shared by Amena (@amenaofficial) on

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