A Dutch modest clothing brand, Merrachi, has ignited a heated debate in France after releasing an animated video featuring the Eiffel Tower draped in an Islamic headscarf. The advertisement, shared on TikTok, has triggered backlash and accusations of provocation, particularly from far-right politicians and social media users.
The video was accompanied by a caption that read, “Remember when they banned the hijab?”—a reference to France’s strict policies on religious attire in public spaces. Additionally, the video carried the message: “The Eiffel Tower, symbol of France, has been hijacked by the Merrachi brand, which covers it with an Islamic veil in a provocative advertisement.” The brand’s TikTok bio states, “Remember when they banned the hijab? We do. Merrachi is coming to France soon.”
The campaign has faced backlash, with critics accusing the brand of promoting “intolerable provocation” against French secular values. Several far-right politicians and commentators strongly opposed the advertisement, seeing it as a direct challenge to the country’s policies on religious symbols in public spaces.
Lisette Pollet, an MP with the National Rally party, called the ad “unacceptable”, arguing that “The Eiffel Tower, a symbol of France, has been hijacked by the Merrachi brand.” Meanwhile, fellow National Rally politician Jerome Buisson described it as “a provocative attack on French republican values.”
The controversy quickly spread on social media, with some users interpreting the ad as a symbol of an “Islamist takeover” in France. Others called for a ban on Muslim immigration, while some demanded that the French government take action against Merrachi stores.
Despite the criticism, the campaign also received praise from certain users who saw it as a powerful statement against France’s strict regulations on religious clothing. One commenter wrote, “Bold move! Merrachi challenges fashion norms with creative marketing.”
France has long upheld strict secular laws regarding religious attire. In 2004, the country banned “conspicuous” religious symbols in state schools and hospitals. A full ban on the face-covering veil (niqab) in public spaces followed in 2010. In 2023, the French government prohibited abayas, full-length robes worn by some Muslim women, from being worn in schools. Additionally, athletes competing in the 2024 Paris Summer Olympics have been barred from wearing the hijab during the games.
With Merrachi now planning to launch in France, the brand’s controversial campaign continues to fuel debate over religious expression and secularism in the country.
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