Strident reactions have been sparked in France by a promotional video by Dutch clothing company Merrachi, which depicts the Eiffel Tower covered in a hijab (Islamic headscarf).

The video, posted on TikTok, was accompanied by the message: “The French government hates to see Merrachi coming,” alluding to the company’s imminent entry into the French market. According to Figaro, the company has only one store in Europe, in Amsterdam, where it originated.

The company captioned the video “Remember when they banned the hijab?“, commenting on France’s restrictions on Islamic clothing.

However, Figaro reports that the hijab, which covers women’s hair, has never been banned in France in public places, unlike the “burka” which hides the face. The hijab is banned in public schools, colleges and high schools, according to the law on ostentatious religious symbols. Civil servants in France must also respect the obligation of neutrality and refrain from expressing their religious beliefs in the performance of their duties. In business, the use of the hijab is at the discretion of the employer.

Angry reactions from politicians and users

The ad was described by politicians, commentators and social media users as “provocative”.

Lisette Pollet, an MP for the right-wing National Rally, called the video offensive to the country’s “democratic values and heritage“. Similarly, Jerome Buisson, also of the National Rally, called the ad a “terrifying political project” and an “unacceptable provocation.”

At the same time, economist Philippe Murer, co-founder of the Citizens’ Political Movement, called for the ban on Merrachi’s stores in France and the blocking of its website.

Some social media users have called for an “Islamic takeover” of the country, calling for restrictions on Muslim immigration. One user said, “Fear of appearing intolerant, we tolerate the unacceptable,” while another called the ad a “existential threat to France.”