Dutch Fashion Brand Sparks Outrage in France with Eiffel Tower Hijab Ad

A Dutch modest fashion brand, Merrachi, has ignited controversy in France after releasing a promotional video that digitally altered the Eiffel Tower to appear draped in a hijab.

The ad, part of a pro-hijab campaign promoting the freedom to wear the Islamic headscarf, sparked outrage among French politicians who condemned it as “dangerous” and an affront to “French values.”

The video, shared on Instagram by Merrachi, featured the caption: “Spotted: The Eiffel Tower wearing MERRACHI, mashallah! Looks like she just joined the modest fashion community.”

The post quickly went viral, drawing sharp criticism from French lawmakers and public figures, while also receiving support from some social media users who saw it as a bold marketing move.

French Politicians Denounce the Ad

Lisette Pollet, a member of the right-wing National Rally party, called the ad offensive to France’s “democratic values and heritage.”

Expressing her outrage on X (formerly Twitter), she wrote: “Unacceptable! The Eiffel Tower, the symbol of France, has been hijacked by the Merrachi brand, which covers it with an Islamic veil in a provocative advertisement.”

Jerome Buisson, another National Rally politician, labeled the ad a “terrifying political project” and an “unacceptable provocation.”

Meanwhile, economist Philippe Murer, co-founder of the Citizens’ Political Movement, escalated the controversy by calling for Merrachi’s stores in France to be shut down and its website blocked.

Supporters Defend the Campaign

While the backlash was strong, some social media users praised Merrachi’s campaign, describing it as a creative and thought-provoking statement.

Supporters argued that the ad successfully highlighted issues surrounding religious expression in France and challenged the country’s strict secular policies regarding Muslim women’s attire.

Some users commended the brand for sparking a necessary conversation about personal freedom and the right to wear religious clothing.

France’s Complex Relationship with Muslim Attire

France has long grappled with debates over religious clothing in public spaces. In 2004, the French government passed a law banning conspicuous religious symbols, including the hijab, in public schools as part of its strict secularism policies.

In 2010, a law was enacted prohibiting full-face coverings such as the burqa and niqab in public places, a measure upheld by the European Court of Human Rights in 2014.

More recently, the French government banned abayas—long, loose-fitting robes worn by some Muslim women—in state-run schools.

These restrictions have fueled ongoing debates over religious freedom and the balance between individual rights and the French principle of “laïcité” (secularism).

What’s Next for Merrachi?

As the controversy unfolds, it remains unclear whether Merrachi will face any legal repercussions or economic consequences in France. The brand has yet to release an official statement addressing the backlash.

However, the uproar underscores the deep divisions in France regarding religious expression and the extent to which brands can engage in political or cultural debates through advertising.

For now, the debate surrounding the Eiffel Tower hijab ad continues to polarize opinions, with discussions raging over whether it was an act of creative marketing or an unacceptable challenge to French secular identity.

 

This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members