Paris: A recent advertisement by the Islamic clothing brand Merrachi has ignited a heated debate in France. The Netherlands-based company, which specializes in modest fashion, released a TikTok video depicting the Eiffel Tower covered in an abaya and an Islamic veil, a digital alteration made possible through 3D animation.
“The French government hates to see Merrachi arrive!” the brand declared in its post, accompanied by the caption, “Remember when they banned the hijab?”—a statement that quickly drew criticism for being misleading. While France has banned face-covering burqas in public spaces since 2011, the hijab, which covers only the hair, remains legal except in public schools and for civil servants.
The video, which has garnered 1.8 million views and over 176,000 likes, has sparked divided reactions. Many TikTok users, particularly from the Muslim community, celebrated the imagery. Comments such as “She is much more beautiful with a hijab!” and “Paris is Muslim now, and we are proud” reflected the enthusiasm of some viewers.
However, on social network X (formerly Twitter), the reception was starkly different. Right-wing politicians and public figures condemned the advertisement as a provocation. Philippe Murer, co-founder of the Citizen Political Movement, called for a ban on Merrachi’s stores and online sales in France. National Rally MP Lise Pollet labeled the campaign “unacceptable,” criticizing its “ideological and commercial exploitation” of French heritage.
“The Eiffel Tower, a symbol of France, hijacked by the Merrachi brand in a provocative advertisement,” she wrote. Fellow National Rally MP Jérôme Buisson echoed her sentiment, calling it “a terrifying political project.”
The controversy has propelled Merrachi into the spotlight, aligning with its marketing strategy of embracing Islamic heritage and catering to a growing market for modest fashion. The brand, which currently operates only one European store in Amsterdam, has hinted at expanding into France.
Recent INSEE (The National Institute of Statistics and Economic Studies) study found that the wearing of Islamic veils among Muslim women in France has increased by 55% over the past decade, with 28% of women aged 18-49 now wearing them. This growing trend suggests a lucrative market for brands like Merrachi.
Despite the backlash, the advertisement has succeeded in drawing attention, sparking debates on secularism, cultural identity, and religious freedom in France. Whether this campaign will translate into commercial success or further political scrutiny remains to be seen.
France’s strict secularism laws prohibit conspicuous religious symbols in public schools and government institutions, but private businesses and individuals remain free to wear religious attire in most public spaces. However, the symbolism of the Eiffel Tower—a global emblem of France—being depicted in Islamic dress has touched a nerve among many citizens who view it as a challenge to national values.
