Furore in France over ad featuring Eiffel Tower in hijab

A new promotional video by a Dutch modest clothing brand featuring the Eiffel Tower draped in an Islamic headscarf has sparked a barrage of anti-Muslim criticism and commentary in France this week.

The realistic animation by Merrachi, which caters primarily to Muslim consumers, was published on TikTok this week with the text: "The French government hates to see Merrachi coming," hinting at its imminent launch in the country with a tongue-in-cheek reference to France's restrictions on Islamic dress.

The video was slammed by far-right politicians, commentators and social media users as a deliberately "provocative" ad that served to "attack" a French symbol.

"Unacceptable! The Eiffel Tower, symbol of France, has been hijacked by the Merrachi brand, which covers it with an Islamic veil in a provocative advertisement," wrote Lisette Pollet, an MP with the far-right National Rally, adding that the ad was an offence to French "republican values and heritage".

"This is a terrifying political project, an unacceptable provocation!" posted Jerome Buisson, another representative from National Rally.

Philippe Murer, a French economist and co-founder of the Citizen Political Movement, called for a ban on Merrachi stores and to cut off access to their website in France.

this is not just an ad campaign from Merrachi , this is a clear intention of a take over of Europe.
They are covering Eiffel Tower of Paris in Hijab, this may look like a creative advertorial, but understand the meaning behind it, its a clear warning of take over and we are just… pic.twitter.com/IwqFPRKfYr

— Make Europe Great Again - M.E.G.A (@Woketard82) March 12, 2025

Others said the ad was a sign of the impending "Islamist takeover" of France, and some called for a ban on "Muslim immigration".

 "For fear of appearing intolerant, we tolerate the intolerable... And meanwhile, little by little the bird builds its nest..." one user said.

🚨 La marque Merrachi a publié hier une vidéo montrant la Tour Eiffel en train de se faire couvrir par un voile islamique ☪️. Les commentaires de nombreux utilisateurs musulmans ont salué cette initiative qui s'attaque au plus grand symbole français.https://t.co/QhiiKREi2X pic.twitter.com/zw0jM4e0io

— Lino Bauer (@LinoBauer3) March 11, 2025

Translation: Yesterday, the Merrachi brand published a video showing the Eiffel Tower being covered by an Islamic veil. Comments from many Muslim users praised this initiative, which attacks France's greatest symbol.

Another said that the ad posed an existential threat to the country. 

"How can this MERRACHI brand advertisement be allowed? For those looking for an existential threat to France, here is one! Stop political Islam!" the person said.

Some social media users, however, welcomed the ad, praising it as a "creative" and "brilliant" marketing approach that they said would draw attention in France and challenge the country's policies on Muslim women's religious practice.

The Eiffel Tower in a hijab? Merrachi really said “We’re not just shifting boundaries — we’re wrapping landmarks.” Bold move.

— TacticalEdge (@EdgeE50124) March 12, 2025

A person on Instagram wrote, "'The Islamization of France' 🤣😭. Honestly hats off the marketing idea is really great".

"Bold move! Merrachi challenges fashion norms with creative marketing," one social media user wrote. 

Others echoed the playful tone of the ad with comments "celebrating" the iconic monument's "conversion" to Islam with comments like: "Beautiful hijab sister Eiffel" and "welcome to Islam sister Eiffel".

Islam in France

The advert's caption, "Do you remember when they banned the hijab?" has also sparked discussions regarding France's policies on Islamic attire. 

Some users argued that the caption was misleading because the hijab was not entirely banned in the country despite state restrictions.

In 2004, the French government banned “conspicuous” religious symbols in state schools and hospitals, which was widely believed to target Muslim girls and women wearing the hijab.

This was followed by a 2010 law prohibiting full-face veils (niqab) in public spaces. 

More recently, in 2023, the government banned abayas - full-length, loose dresses that are worn by some Muslim women and girls -  in schools.

In 2024, French athletes wearing the hijab were banned from competing in the Summer Olympics hosted in Paris, which UN experts and rights organisations slammed as a discriminatory policy.

The French interpretation of secularism, known as laicite, is defined as the separation between the state and religious institutions. In practice, however, academics, rights advocates and commentators argue that it has become an ideological weapon wielded against Muslims in the country.