Branding Muslim hijabi fashion: exploring influencer trends and impact

Abstract

Purpose

This research explores the intricate relationship between fashion, identity and religion in Muslim hijabi fashion. More specifically, it examines the impact of global brands’ inclusion of Muslim veiled females in their fashion lines.

Design/methodology/approach

Employing a qualitative approach, the research involved 20 in-depth interviews with Muslim women who wear hijab and those who dress modestly without it. Participants were chosen through judgemental sampling, focusing on individuals interested in fashion and brand trends. The study investigated perceptions of brand strategies, the role of influencers and consumer responses within this context.

Findings

The research suggests consumers have different viewpoints about these brands that are compliant with hijabi fashion. This incorporation benefits Muslim women by enhancing their status and recognition, hence fostering the growth of the Muslim fashion industry. In Western society, it promotes a sense of belonging and individuality. Certain individuals see the exploitation of their religious affiliation for financial gain, thereby raising doubts about these companies’ comprehension of Islamic modesty. This has engendered a sense of distrust and suspicion.

Originality/value

This research illuminates the intricate connection between religion, fashion and market dynamics in the realm of Muslim hijabi fashion. This paper explores the multifaceted responses of Muslim women to the marketing methods used by global fashion designers, which include a delicate balance between cultural representation and commercial exploitation. The results shed light on the ways in which fashion both empowers and creates divisions among religious and cultural groups.

Citation

Poulis, A., Farache, F., Elbayouk, O. and Nikas, I.A. (2024), "Branding Muslim hijabi fashion: exploring influencer trends and impact", Corporate Communications: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/CCIJ-02-2024-0024