American Eagle has taken an extra step as far as inclusivity goes by incorporating a denim hijab into its merchandise. The company took the first step this month with a series of unretouched new ads that debuted on Instagram and featured Muslim model Halima Aden wearing a hijab, the same one that’s now for sale on the brand’s site for $19.95.
Halima, 19, took to her Instagram to show off the product, alongside the caption: “A DENIM hijab 👏 @americaneagle #wearityourway #coolforthesummer #ICan.”
The mass retailer joins a growing number of apparel brands embracing diversity, as well as an industry that’s expanding its lens. In March, for example, Nike announced it would be making activewear hijabs, and in February, Aden became the first hijab-wearing model signed to IMG, and immediately walked in Yeezy’s Season 5 Fall 2017 show.
Earlier this year, Aden told Glamour that she likes to shop for hijabs, but it’s not something that’s as easy as, say, picking up a pair of jeans. “It’s not like I can just walk into the mall and find a hijab. It’s still kind of limited. It’s always been hard trying to find the right pieces that go together, but it’s always been something that interests me—finding new ways to be fashionable and cute but still being modest.”
Cheers to American Eagle for listening.