Using a feminist critical discourse analysis, this article examines modest dress stylist Hakeemah Cummings’ Instagram posts from December 2019 to July 2021 to show how she constructs the image of the “modern Muslim woman.” Cummings represents a postfeminist woman who believes it is possible to have it all—a successful career and a happy family, all while looking beautiful and being modest. As an influencer, she markets this image of the “modern Muslim woman” to her followers on Instagram, showing them that they too can have a similar life if they consume particular products and perform certain actions. I argue that Cummings has expanded the definition of the “modern Muslim woman” to include a commitment to racial justice, following the Prophetic model of supporting marginalized community. Rather than dismantling the “modern Muslim woman” image, which traditionally excludes Black women, she expands the image to center Black women and Black issues.

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For scholars, the internet provides a space to study diverse groups of people across the world and can be a useful way to bypass physical gender segregation and travel constraints. Despite the potential for new insights into people’s everyday life and increased attention from scholars, there is no standard set of ethics for conducting virtual ethnography on visually based platforms, like YouTube and Instagram. While publicly accessible social media posts are often understood to be a part of the public domain and thus do not require a researcher to obtain a user’s consent before publishing data, caution must be taken when studying members of a vulnerable community, especially those who have a history of surveillance, like African-American Muslims. Using a womanist approach, the author provides recommendations for studying vulnerable religious groups online, based on a case study of a YouTube channel, Muslimah2Muslimah, operated by two African-American Muslim women. The article provides an important contribution to the field of media studies because the author discusses a “dead” online community, where users no longer comment on the videos and do not maintain their own profiles, making obtaining consent difficult and the potential risks of revealing information to an unknown community hard to gauge.