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  • AdCritique: Advice for brands targeting Muslim women, dare to challenge the the stereotypes

    The news and media are constantly full of discussions about what Muslim women should or should not wear, and how they should or should not participate in society. At least that’s how Muslim women feel. From stories about whether niqabs should be permitted (face-veils) to whether headscarves are cultural matters or not, Muslim women express strongly that it is what they wear and how they look that dominates the public debate. Yet for them, getting on with living life is far more important.

    In this month’s AdCritique we look at a brand that clearly, and unequivocally establishes their direct engagement with Muslim women. And as a result sets a new precedent by cutting through the political and media noise with a simple message.

     

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