Büsra Sayed turned an attempt at insult into a boost for her business and a win for visibility. What began as an ugly moment of political grandstanding became an unexpected moment of solidarity and attention for the 27-year-old entrepreneur.
In March Sayed took part in the Miss Germany pageant and reached the final. The competition has shifted in recent years from purely appearance-based contests to a platform for women who want recognition for their work, character and achievements. Sayed fits that profile: she runs a business that designs and sells hijabs and even wore one of her own designs on stage — one of the first times a hijab was featured in the pageant’s finals.
That appearance drew widespread media attention and, a few days later, landed in the German Bundestag. During an International Women’s Day speech, Beatrix von Storch of the far-right Alternative for Germany (AfD) condemned the sight of a hijab at the finals and criticized Sayed by name, framing her as a “hijab activist.” Her remarks were dismissive and intended to provoke.
Sayed’s reaction was the opposite of rattled. She told journalists she felt less shocked than quietly pleased: being named in a parliamentary speech amplified the very mission she had entered the contest to promote — making diversity visible and ensuring every woman feels she belongs, including women who wear hijabs.
Her response on social media combined humor and savvy marketing. In an Instagram and TikTok post, Sayed thanked her newfound “collaborator” from the AfD and joked that the speech forgot to include a discount code. She suggested the code AfD10 for 10 percent off hijabs. The clip went viral: the Instagram reel alone amassed millions of views, and orders surged from supporters across faiths and backgrounds. Non-Muslims, including Christian pastors, reported buying hijabs in a show of solidarity.
The attention translated into a bigger community and stronger visibility. Sayed’s social account grew substantially, surpassing 160,000 followers, and a spontaneously created “AfD Blue” hijab nearly sold out. But she stresses that the point of the posts was never simply to increase sales — it was to use the moment to push back against discrimination and build connections.
Sayed has faced prejudice before and says she had to learn how to respond. Early encounters left her stunned and speechless; now she tries to meet hate with love and dialogue. She is clear, however, about boundaries: threats of violence are reported to the police.
Public invitations followed. At the request of Bundestag member Rasha Nasr from the Social Democratic Party, Sayed visited the parliament — another visible step in her campaign to normalize diversity. She documented the visit on social media, continuing to turn attention into conversation.
Reflecting on the episode, Sayed said what moved her most was the outpouring of solidarity. Negative voices are often louder, she noted, but the support she received — messages, purchases and public statements — gave her hope and confirmed the need for collective visibility and action against the far right.
The episode is a tidy example of how a targeted insult can be repurposed: a disparaging speech intended to marginalize instead broadened Sayed’s platform, connected new allies to her cause and funded a small business built around the very identity the speaker attacked. Sayed plans to keep using that platform to encourage honest dialogue, challenge discrimination and insist that diversity — hijab or not — is part of German society’s future.