Muslim Fashion: Contemporary Style Cultures

Balasescu, Alexandru

doi:10.1215/15525864-3861378

Cited by 2 publications

(4 citation statements)

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“…Muslim fashion (Balasescu, 2017) is the way Muslim dress themselves, starting from choosing the materials and designing the style which covers up the Muslim body well. Muslim fashion is promising not only in Muslim-majority countries but also globally (Craciun, 2017).…”

Section: Muslim Fashionmentioning

confidence: 99%

How A Muslim Fashion Brand Do the Brand Refreshing?

Putri,

Engriani,

Wahab

2023

J. Res. Eco. Islam

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Background. Klamby, first known as Wearing Klamby, was one of the oldest and biggest Muslim fashion brands in Indonesia. They used to perform as the fastest selling-out brand where their supply could not fulfill their loyal customer’s demand. However, the pandemic followed by the rise of many new competitors has put Klamby in difficult time where their sales were being extremely decreased.Purpose. The brand then did some brand refreshing; changing several things without changing the DNA or core value of the brand, such as: changing the name and logo, slogan, colour palette and fonts, and marketing materials.Method. This mixed-methods study involved 3 years (2019-2022) of observation of the Wearing Klamby official Instagram. The data were analyzed using scheming and filtering the brand refreshing components. Data is presented both in numbers and descriptions. An online survey has also been done to see which components customers like; before or after the brand refreshing?.Results. The results show that the brand refreshing that Klamby did was successful. The customers prefer the new name and logo, slogan, color pallet and fonts, and marketing materials. Some acts show a significant role and some don’t. The brand's refreshing progress, hopefully, can contribute to the development of Indonesian Muslim fashion in the future.Conclusion. This study has significant implications for the fashion industry. As Indonesia’s fashion industry is getting bigger and ready to be the center of Muslim fashion, more in-depth research about Muslim fashion is necessary.

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Section: Muslim Fashionmentioning

confidence: 99%

How A Muslim Fashion Brand Do the Brand Refreshing?

Putri,

Engriani,

Wahab

2023

J. Res. Eco. Islam

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“…However, the modesty of Islamic clothing is a highly controversial topic. With the rising visibility of Islam in the west, fashion, which was associated with Western modernity, also manifested itself in Islamic clothing practices (Lewis, 2015a(Lewis, , 2015b. The concept of fashion, which serves women to make themselves more attractive with their appearance, poses a great contradiction to the modesty of the hijab.…”

Section: Meaning Of Hijabmentioning

confidence: 99%

“…While the hijab aims to protect women from the male gaze and keep women from being attractive, fashion is a concept based on looking attractive through clothes. However, fashion, which has been associated with western modernity, now manifests itself in Islamic fashion practices with the rise of the visibility of Islam in the west (Lewis, 2015a(Lewis, , 2015bSaeed et al, 2020). Therefore, the concept of hijab, which has changed in line with modernization, faces a new definition and image that unites the consumption culture and fashion and keeps up with the requirements of the contemporary age.…”

Section: Introductionmentioning

confidence: 99%

“…Fashion blogs and social media influencers have also accelerated this growth alongside e-commerce (Peterson, 2016). Fashion blogs and social media have become essential for the success of modest fashion designers and entrepreneurs (Lewis, 2015a(Lewis, , 2015b. A recent study (Pemberton and Takhar, 2021) shows that the increasing visibility of hijab bloggers particularly affects the attitudes of young millennials.…”

Section: Introductionmentioning

confidence: 99%

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When modesty meets fashion: how social media and influencers change the meaning of hijab

Karakavak

Özbölük

2022

JIMA

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Purpose This study aims to examine the functions of hijab fashion among hijab-wearing women and explore the role of social media and influencers in hijab fashion. Design/methodology/approach The authors conducted in-depth interviews with 29 hijab-wearing women in Turkey. The authors collected data in June–November 2020. Findings Findings show that hijab fashion functions as encouragement, attraction, modesty and social image among Turkish Muslim women. This study also shows that social media and influencers change the meaning of the hijab while promoting hijab fashion. Findings reveal that Instagram boutiques act as digital fashion magazines, which enable women to integrate faster into popular culture today. While influencers have increased the number of hijab-wearing women, they have also turned the hijab into a commodity in the market by degenerating its true meaning. Research limitations/implications This study has several limitations regarding the sample and geographic context of consumers. This study may not represent Turkish Muslim women’s behavior as our sample consists of 29 women. Therefore, larger samples are needed to generalize our findings. Undertaking cross-cultural studies will also enable marketers to make cultural comparisons. Practical implications This study offers some insights for Islamic marketing practitioners in terms of influencer using in hijab fashion. Originality/value This study adds to the previous research on hijab fashion and hijab consumption on Instagram. This study also extends the previous literature by examining the role of social media and influencers in hijab fashion. Findings revealed that the hijab is gradually losing its spiritual value by becoming a commodity packaged and marketed through Instagram and influencers.

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Muslim Fashion: Contemporary Style Cultures

Cited by 2 publications

References 0 publications

How A Muslim Fashion Brand Do the Brand Refreshing?

How A Muslim Fashion Brand Do the Brand Refreshing?

When modesty meets fashion: how social media and influencers change the meaning of hijab

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