Denim company becomes first Russian retailer to feature hijabi model in its advertising

The Russian clothing company Gloria Jeans has released an advertisement that momentarily features a model wearing a hijab, making it the first retailer in Russia to do so. RBC first drew media attention to the advertisement.

The company also posted a photograph of the model on Instagram.

“We live in a multiethnic country, and we wanted to send a signal of respect to those who practice Islam by including a young woman wearing a hijab in our campaign. We also wanted to make it clear that we make clothing for everyone,” Gloria Jeans founder Vladimir Melnikov told RBC.