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Rabat — Merrachi, a relatively small Dutch brand for modest and Islamic clothing, recently sparked controversy and outrage in France for an advertisement featuring the Eiffel Tower draped in a hijab and abaya. The video was first published on Tiktok with the caption “the French government hates to see Merrachi coming,” signaling its launch in France and light-heartedly poking fun at the mounting restrictions on women’s Islamic clothing in the country.
French politicians delivered a strong response to Merrachi’s remark. What could have been dismissed as the brand trying to reach and connect with its Muslim audience, somewhat expectedly, was branded as an “attack on French values” and the attempt to “radicalize France,” according to some commentators.
Politician Lisette Polett of the far right Rassemblement National (RN) party took to X to slam the ad as a “hijacking” of the French symbol and an offense on the country’s “republican values and heritage.” Infamous right wing politician and former presidential candidate, Marine Le Pen, didn’t directly comment on the ad, but echoed her fellow party member’s sentiment through resharing the statement.
Another RN politician called the ad “a terrifying political project” and an “unacceptable provocation,” demanding for the brand to be held accountable. Philippe Murer, former left wing turned alt-right politician and economist, even called to ban Merrachi stores in France and suspend access to their website.
Some social media users justified their disapproval saying Merrachi’s image inappropriately placed Islamic symbols, making non-sequitur comparisons. “ If we were to swap cities, would Moroccans accept having a cross placed on the Hassan Tower in Rabat as a promotional message?”said one comment. However, another responded with “the Eiffel tower is not a place of worship, so you should have just saved your breath.”
France, hailed for its proclaimed “liberty, egality, fraternity,” has a long history of obsessing over Muslim women’s dress under the pretext of secularism, starting by the ban of the hijab in public schools in 2004, face coverings in public areas in 2010, full bodysuits, burkinis, in public pools in 2022, and then the ban of abayas a year later.
With all these restrictions in place, one can only wonder how a hijab brand can speak to its intended audience without addressing the concrete circumstances surrounding their very existence.
