EBN-A Dutch fashion brand has sparked controversy in France with a promotional video featuring a woman wearing a hijab on the Eiffel Tower.
The ad was part of a pro-hijab campaign, aiming to promote the freedom to wear it. However, it angered some French politicians, who deemed it “dangerous and contrary to French values.
The Dutch fashion brand posted the video on Instagram with the caption: “Spotted the Eiffel Tower wearing a Marashi. Masha’Allah! Looks like he just joined the modest fashion community.”
Lisette Boulet, a French MP for the right-wing National Rally party, described the ad as an insult to “France’s democratic values and heritage.”
Her party colleague, Jérôme Buisson, expressed similar sentiments, describing the announcement as a “horrific political project and an unacceptable provocation.”
On the other hand, some social media users praised the ad, describing it as a creative and brilliant marketing move.
Islamic clothing has long been a source of controversy in France. In 2004, the nation outlawed hijabs in schools. In 2010, it also outlawed niqabs, burqas, and helmets and masks that obscure the face in public places. Abayas, loose-fitting robes used by certain Muslim women, were banned from state schools in August 2023 by Education Minister Gabriel Attal, who claimed that the clothing violated France’s stringent secular education rules.
National Rally party MP Lisette Pollet reacted on X, stating, “This is an insult to the Eiffel Tower. By wrapping it in an Islamic hijab, Merrachi has deliberately tried to provoke us.”
Fellow party leader Jérôme Buisson also criticised the ad on X, calling it a “dangerous political move.” French economist and co-founder of the Citizens Political Movement, Philippe Murer, went further, suggesting that all Merrachi stores in France should be closed and its website blocked.
Some social media users, on the other hand, have defended Merrachi, saying that the commercial is innovative and provokes debate regarding Muslim women’s hijab rights.
One user commented, “From Eiffel Tower to Hijabi Power!” on Merrachi’s post. “My tower, my choice,” the Eiffel Tower declares.
Another added, “Genius! The Eiffel Tower has finally received the modesty it always needed.”
