Halima Aden made history in 2016 as the first hijabi to compete for the title of Miss Minnesota, famously wearing a burkini in the swimsuit round at a time when the garment was being banned on beaches in France.

Though she didn’t win, the 20-year-old went on to sign a modelling contract and became the first woman in a hijab to grace the cover of US magazine Allure, later winning cover of the year. Now Aden, like fellow Somali models Iman and Waris Dirie before her, has become one of the most in-demand faces in fashion, securing campaigns with brands like Yeezy, Nike, and Fenty Beauty.

Inspired by her success, many young Muslim women are now following in Aden’s footsteps and, despite some pushback, are getting involved in beauty pageants and doing so on their own terms.

Last December Maghrib Abdush-Shahid from Columbus, Ohio, founded Miss Muslimah, the first beauty pageant for Muslim women in the US.

Abdush-Shahid, 37, told BuzzFeed News the event was for “Muslim women young and old to have a chance to represent their country proudly without sacrificing their religious beliefs.”

She said: “It is our number-one mission to redefine beauty standards of women in America, and to show that modesty is beautiful. Our mission is to give Muslim women a chance to compete in a pageant, which is something that has not been afforded to Muslim women who wear hijab.

“We want them to feel that hijab and being covered is still beautiful in America.”

The first pageant, she said, was a success, with Aden even getting involved to give the contestants some moral support. “Halima Aden sat down with the pageant contestants to speak to all of them about her experience in Miss Minnesota teen pageant, and to wish them all good luck,” Abdush-Shahid said. “She is truly an inspirational woman. The contestants were really inspired by her and all of her amazing accomplishments.”

Beauty pageants generally have as many critics as fans – something Abdush-Shahid experienced firsthand. “Many Muslim sisters did not feel there was a need for such a platform; they felt as if I was trying to ‘imitate the kufr’ [nonbeliever]. Those were their exact words. Some people were very harsh.”

She said that while she initially felt like it was something she should pursue, the criticism made her doubt herself. She persevered, and started doing live videos on social media talking about the competition.

“I started getting phone calls of young women who wanted to volunteer and help out and be contestants, who wanted to compete and be a part of history,” Abdush-Shahid said. “I received a lot of support from the youth.”