Dutch fashion brand Merrachi has stirred up controversy in France with its latest advertisement featuring the Eiffel Tower draped in a hijab. What was intended as a creative expression has instead sparked a fierce backlash, with many critics viewing it as an affront to French culture and values.

The advertisement, posted on Merrachi’s official Instagram account, depicts the iconic Eiffel Tower swathed in a hijab. While the brand likely aimed to make a bold statement on inclusivity and freedom of expression, the ad has been condemned by a number of French political figures, who have called it a “deliberate provocation.”
Lisette Pollet, a Member of Parliament from the far-right National Rally party, expressed her disapproval on X, labeling the ad an “insult” to the Eiffel Tower. “By wrapping it in an Islamic hijab, Merrachi has deliberately tried to provoke us,” she stated. Fellow National Rally member Jérôme Buisson also criticized the ad, calling it a “dangerous political move.” French economist Philippe Murer, co-founder of the Citizens Political Movement, went as far as suggesting that Merrachi’s stores in France should be shut down and their website blocked.
However, not everyone shares this view. On social media, many users have defended Merrachi, seeing the ad as a powerful artistic statement that sparks conversation about Muslim women’s right to wear the hijab. One commenter celebrated the ad with the phrase, “From Eiffel Tower to Hijabi Power! The Eiffel Tower says: ‘My tower, my choice.’” Another user praised it as “Genius! The Eiffel Tower has finally received the modesty it always needed.”
This controversy comes amid ongoing debates in France over Islamic attire. The country has a history of restrictive laws around Muslim clothing, including a 2004 ban on hijabs in schools, a 2010 ban on burqas and niqabs in public spaces, and more recently, a 2023 ban on abayas in state schools. These laws are framed within the context of France’s strict secularism, which many see as conflicting with religious expression.

The uproar over Merrachi’s advertisement reflects deeper tensions in France over freedom of expression, religious rights, and national identity, making this ad not just a fashion statement, but a political flashpoint.