The Hijabi self: authenticity and transformation in the Hijab fashion phenomenon

Abstract

Purpose The purpose of this paper is to delve into the intricate relationships between hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets. Design/methodology/approach The research uses a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consumers, who reflect on their self-transformations with respect to the hijab phenomenon. Findings The findings of the study provide insights relevant to the consumer experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, integration, play and classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones. Research limitations/implications The study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts. Practical implications The findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture. Social implications The results are relevant to consumer culture theorists as well as to macromarketing researchers looking at authenticity in the hijab fashion phenomenon. The research is also relevant in understanding the hijabista culture, which is a growing consumer culture around the globe. Originality/value The research combines the literatures on consumer culture theory, self-transformations and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature. The methodological approach is also novel.

Online hijab purchase intention: the influence of the Coronavirus outbreak

“…It also implies that wearing Hijab is the implementation of religious belief and the act of obeying God. Hijab consumption is motivated by religiosity instead of fashion by itself, as proposed in a contemporary study conducted by El-Bassiouny (2018). Indonesia is the world’s number one biggest populated Muslim country where Hijab is one of the two most vital fashion products contributed to Indonesia’s exports (Tandjung, 2020).…”

Integrating factors influencing hijab purchase intention among Muslim women

“…The literature in Western contexts has dealt with the hijab in a way that implies that Muslim women’s appearance is related to terrorism and, second, it is considered to be a form of oppression against Muslim women (Jackson, 2010; Ajrouch, 2007; Haddad, 2007; Hassan, 2001). The hijab has also been explored in Muslim majority countries: for example, in the work of El-Bassiouny (2018), Grine and Saeed (2017), Hassan and Harun (2016), Hassim (2014), Mahfoodh (2008), Farrell (2008) and Witkowski (1999); however, these studies are limited in terms of the meaning of hijab, the perception of hijab, the practices of hijab and hijab in relation to fashion. The present study aims to move forward from El-Bassiouny (2018), Grine and Saeed (2017) and Hassan and Harun (2016).…”

The Representation of Islam Identity on the Commercial TV’s Advertisements

“…It is said by El-Bassiouny that veil is not only as a symbol of religious practices but also contains a lot of cultural connotation. There are many factors influencing this including the development of fashion Muslim and veil industry, and the role of electronic media like religious film and TV's advertisement [3]. According to Ghani in Hassan, this is caused by the development of fashion Muslim media, blogs, designer, and retailer [4].…”