Braving the Burqini^TM: re-branding the Australian beach

Abstract

A cross between a bikini and a burqa, the BurqiniTM reworks a conventional symbol of Australian culture in terms consistent with Muslim modesty. In turn, the Burqini TM stakes a deeply ironic claim to one of the nation’s most revered sites: the beach. This article thus considers its significance in relation to two dominant stereotypes in recent Australian history: the ‘beach babe’, typically blonde, blue-eyed and bikinied; and a view of conservative Muslim culture that had taken shape in mainstream Australian media: as restrictive, regressive and misogynist. By appropriating the traditional bikini design for a contemporary Muslim clientele, the BurqiniTM is both a confronting cultural statement and a bold example of 21st century world fashion.

Muslim Social Activity and Placemaking in Australia

“…There has been increased academic interest in the connection between belonging, identity, and Muslim social activity in the West and how these facets of Muslim life are constructed. The research extensively explores the activities that shape Muslims' sense of belonging and identity, such as mosque construction and attendance (Bouma 1994;Dunn 2001;Harris 2013;Haveric 2019;Jamal 2005;Kabir 2005;Karimshah et al 2014;Peace 2015), Islamic schools (Abdalla et al 2018Buckingham 2010;Diallo 2016;Hassen 2013;Hussain and Read 2015;McCreery et al 2007;Shah 2012;Shakeel 2018), clothing (Khamis 2010;Pardy 2011), organisations (Haveric 2019;Peucker 2017;Peucker and Akbarzadeh 2014), clergy (Ali 2020), shops and businesses (Yusuf 2022), digital and virtual/online platforms (Aly 2010;Bahfen 2008;Bunt 2018;Eickelman and Anderson 2003;Whyte 2022), and civic engagement (Kaiser 2020;Ozalp and Cufurovic 2021;Peucker and Kayicki 2020).…”

“…In addition to Islamic schooling, Muslim social activity may involve the wearing of specific kinds of clothing (Khamis 2010). Lewis (2007) observes that clothing holds significance beyond its practical use.…”

Muslim like us: mobilizing minority identities in popular Australian entertainment media as sites of transnational representation

“…Other scholars have made this point repeatedly in their work on cutural spaces in Australia. Khamis’ discussion of the 2010 Muslim Burqini controversy shows, for instance, that ethno-cultural politics and Australia’s public spaces are intricately connected (Khamis, 2010: 380–381). She explains how the fixation of Anglo Australians on British heritage and Western values undermines the inclusion of Muslim women in the Australian national identity: they cannot be who they want, if they cannot dress how they want.…”

Hijab, Sport and Schooling in Finland – from Principles to Practice

“…Zanetti's co-operation with the organisation Surf Lifesaving Australia resulted in 2009 in the first veiled lifesaver, who graduated while wearing a Burqini TM . International media coverage and massive global sales followed (Khamis 2010).…”