The Dutch modest fashion brand Merrachi has found itself at the center of controversy in France after releasing an animated advertisement featuring the Eiffel Tower draped in a hijab. The video, posted on TikTok, carried the provocative caption, “The French government hates to see Merrachi coming,” alluding to its planned entry into the French market.
The caption also referenced France’s history of banning Islamic dress, stating, “Remember when they banned the hijab?” The ad immediately sparked backlash from far-right politicians and social media users, who denounced it as a deliberate provocation against French values and secularism.
While some criticized the brand for being divisive, others praised it as a bold and creative challenge to France’s strict policies on Islamic attire.
The Controversy Surrounding the Ad
The advertisement, which showed an animated depiction of the Eiffel Tower wrapped in a hijab, was met with strong opposition from French politicians, particularly from far-right groups.
National Rally MP Lisette Pollet took to social media to express her outrage, calling the ad “unacceptable” and stating that it “hijacked” the Eiffel Tower, a symbol of France. She further claimed that the ad was an attack on “republican values and heritage,” sentiments that were echoed by several other politicians and commentators.
Jerome Buisson, another National Rally representative, went even further by labeling the campaign a “terrifying political project” and an “unacceptable provocation.” Prominent French economist Philippe Murer called for an outright ban on Merrachi stores in France and urged government officials to take action against the brand.
Many social media users also expressed outrage, interpreting the ad as a sign of an “Islamist takeover” of France. Some called for stricter immigration policies to curb the influence of Muslim communities in the country.
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However, not everyone viewed the ad negatively. Some social media users appreciated the marketing strategy, calling it “bold” and “innovative.” They argued that Merrachi was using its platform to challenge France’s restrictive policies on Muslim women’s dress and religious expression.
🇫🇷 INACCEPTABLE !
— Lisette Pollet 🕊🎗️Ⓜ️ 🇫🇷 (@LisettePollet) March 11, 2025
La Tour Eiffel, symbole de la France, détournée par la marque Merrachi qui la couvre d’un voile islamique dans une publicité provocatrice.
👉 Une instrumentalisation idéologique et commerciale qui heurte nos valeurs républicaines et notre patrimoine. pic.twitter.com/A6GgVkWRPU
The campaign ignited discussions on freedom of expression, the role of religious symbols in public spaces, and the ongoing debate over secularism in France.
France’s Restriction on Islamic Dress
France has long maintained a strict policy on religious attire in public spaces, citing the country’s commitment to secularism, known as “laïcité.” In 2004, the French government passed a law banning “conspicuous” religious symbols in state schools and hospitals. This included the hijab, kippah, and large Christian crosses.
The restrictions were further tightened in 2010 when France became the first European country to ban full-face veils (niqab) in public spaces.
The debate over Islamic dress resurfaced in 2023 when the French government prohibited abayas, the long robes worn by some Muslim women, in schools. The ban on abayas was met with mixed reactions, with supporters arguing that it upheld the principles of secularism while critics contended that it disproportionately targeted Muslim women.
Similarly, in the lead-up to the 2024 Summer Olympics in Paris, French authorities announced that athletes would be barred from wearing hijabs during the games, reigniting controversy over religious expression in sports.
Supporters of France’s policies argue that they are necessary to protect the country’s secular identity and prevent religious symbols from influencing public institutions.
Opponents, however, view the bans as discriminatory and believe they unfairly target Muslim communities. The Merrachi ad has once again highlighted these tensions, with critics accusing the brand of attempting to undermine France’s secular traditions and supporters defending its right to challenge restrictions on Islamic dress.
Marketing or Political Statement?
The Merrachi advertisement raises important questions about the intersection of fashion, politics, and religious identity. While some view the ad as a simple marketing strategy designed to attract attention and spark discussion, others see it as a deliberate political statement aimed at challenging France’s secular policies.
Fashion brands have increasingly used their platforms to engage in political and social discourse. In recent years, several major fashion houses have launched campaigns advocating for inclusivity and diversity. However, campaigns featuring religious attire often provoke strong reactions, particularly in countries with strict secular policies like France.
For Merrachi, the controversy may serve as a double-edged sword. On one hand, the backlash from French politicians and right-wing groups has drawn significant attention to the brand, potentially increasing its visibility and customer base. On the other hand, the criticism could lead to boycotts or even legal action against the brand’s operations in France.
The debate also underscores the broader challenges faced by Muslim fashion brands operating in Western markets. While modest fashion has become increasingly popular worldwide, brands catering to Muslim consumers often face resistance in countries with strict secular policies.
The Merrachi controversy is a reminder of the ongoing struggle between cultural identity, religious expression, and national values in contemporary society.
The future of Merrachi in France remains uncertain. While the brand has successfully ignited discussions on religious freedom and fashion, it now faces the challenge of navigating the political and social landscape of a country that remains deeply divided on issues of religious expression. Whether Merrachi’s campaign will ultimately help or hinder its expansion into the French market remains to be seen.
let’s enjoy few years on earth with peace and happiness….✍🏼🙏