H & M’s fall campaign features a Muslim women and a Sikh man.

This week, H&M surprised many when they launched a brand new denim collection featuring a Muslim woman in a headscarf and Sikh men in turbans. 

In the photo, the Muslim woman stands in a doorway, in big round movie star shades with wide legged palazzo pants, a pink overcoat, and of course, her checkered hijab,

The woman’s name is Maria Hidrissi and she is one of the new poster children for H&M’s new conscious clothing line coming out for the fall fashion season.

As soon as H&M launched the campaign, the hijabi model’s photo went viral in just two days, with over 14k favorites and 12k retweets. The model also receives significant video time on the H&M webpage. 

Civil rights group were quick to applaud the fashion company for reaching out to a demographic that major corporations tend to ignore.

“H & M once again distinguished itself from their competitors by sharing a picture of a veiled woman at the launch of its new collection of denim this week. #respect,” ADC-MI said on their social media.