Haute Hijab

Hijabs and accessories for the world’s most powerful women.

Our Impact



Challenger Brand StrategyPricing StrategyContent & Social EngagementCommunity BuildingPerformance Marketing

5&Vine helped Haute Hijab look prejudice straight in the face with a powerful and empowering campaign that delivered record breaking sales.


Haute Hijab was created for Muslim women by Muslim women. Our aim was to take industry incumbents like Nike and Adidas head on with a launch that harnessed the brand’s strong credentials in functional high fashion alongside the potent civil rights advocacy of their founder Melanie Elturk. 


Recognizing that we couldn’t compete with the massive marketing budgets of our competitors, we adopted a scrappy, grassroots mentality to execute something special. Working tightly with the Haute Hijab team, we captured the core values the brand was looking to express while honing in on their unique advantages: community, authentic advocacy, and the ability to mobilize an engaged base. With COVID-19 being an ever-present force looking to divide humanity, we rallied Haute Hijab’s purpose to be the force of connection and trust. While the competition had a one-size-fits-all solution for sports hijabs, we leaned into Haute Hijab’s varied sizes and styles to separate them from the pack. And with sports living at the heart of this campaign, we crafted the campaign theme, Can’t Ban Us to rally their community against the disqualifications and bans Muslim women face in the US professional sports community. 


The campaign helped shine a light on the prejudice that has held Muslim women back in sport, and highlights the determination that has enabled them to overcome. Featuring famous athletes who have been disqualified from sport for wearing their hijabs, the campaign spoke to the wider community of strong, determined Muslim women looking to reclaim their belonging. From our collaboration, Haute Hijab had their single largest day of sales, nearly 3x Black Friday 2020, alongside high profile press coverage in Vogue, Harper’s Bazaar, Pop Sugar, and Fashionista. The brand also experienced an outpouring of support from their community.

“Rahul and the 5&Vine team have been an incredible resource for our brand. Love the quality of their ideas and our shared passion for creating a more just and sustainable world.”

– Ahmed Zedan, Co-Founder & COO