Scarf Sisters
BRIEF: To create a campaign that would change current thoughts on a theme: Islam and Islamophobia.
Being more open to new ideas and is less exposed to stereotypes, my target was a younger audience.
The idea was to create a modern Muslim doll that would be an aspirational model for young girls, Muslim or not. This would be an alternative to the existing Barbie dolls that most often depicted a personality that did not identify with all religions.
By styling the doll in modern pieces and unique ways, it would minimise othering and encourage the breaking stereotypes around modest fashion.
Scarf Sisters was inspired by the family relationship when collecting the dolls and introduced the integral hijab in a friendly way.
The design was inspired by the modest influencers seen on Instagram and YouTube today. The bricks design connecting to the OOTD, 'outfit of the day', backgrounds and the personality having a story built around their interests and hobbies. The illustrative style keeps it lighthearted and personal as though it were designed by someone creative who is close to their age.
The physical item would target young girls by standing out from the aisles in stores by being different to others thats are displayed.
The digital interaction would reach parents through social media by making the unique idea, of cultural difference, desirable for their child to add to their collection.