American Eagle decided to celebrate diversity and inclusivity this summer with a new campaign featuring hijabi model Halima Aden.
"She caught our attention at 2016's Miss Minnesota USA, where she competed in a burkini and hijab," the American retailer tweeted on Sunday.
The campaign - which is being promoted under the slogan #ICAN - focuses on positivity and self-love, a theme the retailer has been championing for years.
The video ad coincides with the launch of the brand's back-to-school collection.
"I’m very proud to be in this campaign and to support its message of inclusivity and empowerment," Aden said in an interview with Mic.
"I have always loved the brand’s work to encourage today’s youth to express themselves and it is important to me to be a part of something that shows diversity expressed through many backgrounds and personal styles."
Alongside Aden, the campaign features rapper-activist Joey Bada$$, professional basketball player Brandon Ingram, and model-vlogger Amanda Steele.
"Style is in the doing. Share your love. Be our inspiration."
People absolutely loved it ... calling Halima Aden a game-changer
The best part of it all, the brand refers to the hijab as a hijab (not a scarf) on its website
Check it out here.
Halima Aden is definitely changing the game
In June, the 19-year-old model appeared on the cover of Vogue Arabia in celebration of Ramadan, becoming the first hijabi to ever appear on the cover of said magazine.
"That surreal & dreamlike feeling the moment you see yourself on the cover of Vogue Arabia cannot be explained!" the Somali-American model tweeted.
But, that's not all.
Earlier this year, Aden walked the New York Fashion Week runway showcasing Kanye West's Yeezy collection ... all while wearing the hijab.
She competed at the Miss USA beauty pageant and has signed with the world's top modeling agency IMG Models, which is home to Gigi and Bella Hadid and Miranda Kerr.
IMG Models had signed Muslim models before, but Aden became the agency's first hijab-wearing model.