In recent years, a number of major brands have been making an effort to be more inclusive and diverse in their ad campaigns. Among them is American clothing retailer Gap, which has previously featured models of all body types, skin tones, and cultural backgrounds in its ad campaigns. And its latest back-to-school advert is no different. The kid-focused campaign, entitled “Gap to School”, was unveiled in July and has been gaining traction online for being culturally inclusive. The ad features kids and adolescents from P.S. 153 Harlem, New York dancing, hopping, and skipping, while proudly rocking their natural afros and cornrows, and in the case of one model, wearing a hijab paired with a denim jacket and Converse sneakers.
The campaign was reposted by Hadia Ahmed, who became the first Miss Maine pageant contestant to wear a hijab last fall, following in the footsteps of former Vogue Arabia cover star Halima Aden who made headlines when she chose to wear a burkini to the swimsuit portion of the Miss Minnesota USA 2016 competition. It’s not the first time that Gap features a hijab-wearing model in one of its campaigns. For its Spring 2017 advert entitled “I Am Gap, Portrait of an American Summer”, the American retailer celebrated diversity by choosing a hijab-wearing model as one of the campaign stars.