This week, American Eagle Outfitters joined the bandwagon of retailers who have added fashion-forward hijabs to their collections. The store's fall campaign from Laird + Partners and Instagram posts feature Muslim supermodel Halima Aden in AE's denim version of the headscarf. Aden, too, promoted the item on her own channel in a lively AE-branded video featuring her interacting playfully with the store's clothing.
American Eagle's hijab is currently available online. It retails for $19.95 but is currently on sale for $14.96. The reviews are telling of how bold a move it is for fashion brands to broaden their reach to Muslim customers. Some praised AE's move, with five-star ratings and comments like "Style Meets Inclusion." One reviewer, however, gave it a single star and said this: "No longer a customer of AEO."