The UAE-based modest activewear brand Lara Active has partnered with the creative and innovative agency Tactical to challenge the hijab ban at the Paris 2024 Olympics. Together, they have created an AR lens that depicts Marianne, the symbol of the French Republic and the emblem of the Paris 2024 Olympics, wearing a hijab. More specifically, the AR lens replaces Marianne’s traditional Phrygian cap with a ‘phryjab’.
To see Marianne wearing a ‘Phryjab’, users can scan the monument at Place de la République. In addition to reimagining Marianne’s Phrygian cap, the AR lens also allows users to see themselves wearing a ‘Phryjab’ and to share photographs of themselves on social media with the statement: ‘I champion the hijab in sports | #sportahijab #phryjab’.
Lara Fawzy, the founder of Lara Active, commented on the AR activation in a press release:
We believe that all women, regardless of their religious beliefs, should have the right to participate in sports and feel comfortable doing so. This AR activation is our way of using technology to ignite a conversation about the importance of freedom of expression and freedom of movement, particularly for the female athletes who choose to wear the hijab.
Featured image: Lara Active x Tactical
