• by Joe Mandese  @mp_joemandese, July 29, 2024

Sports hijab brand Lara Active has launched an AR-based campaign augmenting France's symbol of liberty -- Marianne's Phrygian cap -- into a hijab to draw attention to the Paris Games ban on Olympic athletes wearing the garment during the Paris Games.

"This campaign aims to raise awareness about the rights of women athletes to wear a hijab while competing in sporting events," says Ernst & Young Middle East Associate Creative Director Zaheen Bagasrawala explains, describing the augmented chapeau as a phryjab, mashing up Phrygian cap and hijab), adding, "This visual representation symbolizes the intersection of freedom, equality, and religious expression in sports."