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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.

The authors conducted in-depth interviews with 29 hijab-wearing women in Turkey. The authors collected data in June–November 2020.

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.

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.

This study offers some insights for Islamic marketing practitioners in terms of influencer using in hijab fashion.

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.

The purpose of this study is to develop understanding of the extended self-theory by focusing on the influence of other people in identity constructions as experienced in collectivist Eastern contexts. It specifically addresses the impact of being treated as an extended self on Arab-Muslim women’s identity constructions.

This study uses a qualitative research approach consisting of 23 in-depth semi-structured interviews. Nonprobability, purposive sampling is followed as the study targets Kuwaiti women who identify as former hijab/veil wearers. Sample diversity is attained in terms of Kuwaiti women’s demographical characteristics, including their age range, marital status and social class.

The findings of this study reveal paradoxes of experiencing the collective extended self through familial pressure to (un)veil and the strategies used by women to reject engaging with the collective extended self, including contextualizing, substituting and sexualizing the veil.

Existing studies related to the notion of the extended self are primarily conducted in Western contexts, and as such, are oriented toward personal accountability related to identity constructions. To complement this perspective and address the call for research on the extended self in collectivist societies, this study highlights the importance of recognizing the role of other people in influencing identity constructions in Eastern contexts.

The desire to find a new look of expressing the Muslim identity in society has led to a renewal of Muslim women’s interest in fashion. This allows fashion players to make trendy clothing and expand their business to meet the rising needs of Muslim women. Thus, this study aims to explore the concept of hijab fashion from the perspective of Islamic clothing retailers in Malaysia.

Data for this study were collected qualitatively using semi-structured interviews and analysed using a deductive thematic analysis.

This exploratory study describes hijab fashion as a representation of clothing for ideal contemporary Muslim women that enhances the beauty in Islamic outfits from the perspective of Islamic clothing retailers. Hijab fashion has emerged as a modern form of the modest dress code in accordance with Islamic guidelines representing the hijaber identity. It is not just a veil to cover the awrah but also represents the impression of fashionableness and modernity, reflecting the self-image, trendy style and personality representing the true ideal Muslim women, who are known as Muslimah.

The sample and findings are based exclusively on the perception of retailers directly involved in Malaysia’s Islamic fashion business.

The findings from this study benefit the fashion retailers, Islamic fashion industry players and policymakers by highlighting the importance of providing appropriate products and services concerning the growth of Muslim consumer market and their spending behaviour.

The findings offer a new perspective on the nature of the phenomenon of hijaber fashion as a symbol of the modern Muslim woman from the viewpoint of Islamic fashion practitioners.

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.

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.

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.

The study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts.

The findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture.

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.

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.

This paper aims to explore the effects of the Coronavirus outbreak and the subjective norm and attitude on shopper’s intentions to purchase Hijab online. It hypothesises the influences of the Coronavirus outbreak as situational determinants, which include the place accessibility (e.g. the shutting of physical Hijab stores) and stores environment (e.g. well-being risks in physical shops, online shopping movement and extra marketing attempts from online Hijab stores through the outbreak).

Structured questionnaires were retrieved from 366 female Muslim shoppers, both wearing and not wearing Hijab. ADANCO 2.0.1 programming and PLS-SEM were applied in empirical investigation.

The results on direct relationships reveal that the Coronavirus outbreak situational determinants including place accessibility (ACCESS) and store environment (ENVIRO) and shopper’s attitude towards online Hijab purchase (ATTITU) are strong predictors of online Hijab purchase intention (ONLINE). At the same time, the subjective norm (SUBJEC) predicts ATTITU. The indirect mediation between SUBJEC on ONLINE was also confirmed.

These discoveries would help the Hijab business players, i.e. online sellers, retailers and marketers to increase their web pages’ quality and marketing efforts.

The research is an initial concept and empirical evidence investigating the Coronavirus outbreak’s situational influences and the effects of attitude and subjective norm on shoppers’ intentions to purchase Hijab online.

This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style and knowledge source (subjective norms).

Data were collected from 603 Malay Muslim women in four universities through a self-administered questionnaire using a multi-stage cluster probability sampling technique. Smart PLS was used for data analysis.

The findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.

This study is for hijab designers because it is important for them to explore and examine the hijab purchase intention of Muslim women and then design the hijab accordingly, not only to capture a big segment in Kuala Lumpur but to obtain a competitive edge as well.

This is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women.

The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved from living a traditional to a modern lifestyle, as more women become more educated, work and earn their own money. As modern sophisticated Muslim women, they have transformed themselves in the way they dress and don their hijab while adhering to the Shariah-compliant dress code. As a result, hijab fashion among hijabistas “Muslim women who wear fashionable outfits with matching fashionable headscarves” is flourishing.

Data were collected using questionnaires distributed to Muslim women who visited the Kuala Lumpur International Hijab Fashion Fair 2014 using the convenience sampling method. A total of 345 final useable data were used for data analysis using SmartPLS.

Results show that dressing style, fashion motivation, fashion uniqueness and sources of fashion knowledge positively influence fashion consciousness and indirectly influence hijab fashion consumption.

Results of this paper will provide insights to the people involved in the fashion industry, such as designers, retailers and marketers, to understand the hijabista market segment. Practitioners can design proper hijab fashion products that are Shariah-compliant to capture the segment of Muslim women with proper marketing strategies.

The fashion of Muslim women, particularly the hijab fashion, has received little attention in the fashion literature. This paper hopes to provide new insights to relevant researchers and industries.

This research is positioned at the intersection of youth subculture consumption and religious affiliation, through the study of observant Muslim women involved in the highly engaging and codified activity of cosplay. Given authenticity is central to the cosplay visual impact and performance, this study aims to understand the way hijab cosplayers negotiate tensions between authentic body performativity and the observance of religious dressing codes.

A qualitative interpretive approach was used to address the research questions. In-depth semi-structured online interviews were conducted with 25 members of a hijab cosplayers from South East Asia.

The concept of authenticity emerged as multifaceted for hijab cosplayers, where they manage three different aspect of the authentic cosplay performance as follows: authenticity as a cosplayer (social dimension of authenticity), authenticity to the character (personal dimension of authenticity) and authenticity to their religious identity (religious dimension of authenticity). The subsequent malleable authenticity is used to legitimate cosplay as an acceptable performative practice from a religious and from subcultural view.

The research highlights how tensions between identity and performativity of the body are negotiated. More specifically, the study contributes to the understanding of the way hijab cosplayers reconcile tensions between religious identity and the performativity of the body. Given the role of the body as a site for negotiating identity, this study provides important insights in the tensions and strategies at the intersection of authenticity, embodiment and religious identity in youth cultures.

The purpose of this paper is to examine Muslim women’s decisions to wear headscarves, known as hijab, in the workplace. The decision to wear hijab may result in a stigmatized identity, so the paper also aims to examine perceived or experienced discrimination and impact on employment outcomes.

Using qualitative methodology to capture nuances, the study was based on demographic responses and semi‐structured interview questions by 79 Muslim women physicians and other healthcare professionals.

The paper finds that many factors influenced their decisions, but Muslim women had a wide variety of views in terms of the hijab and adherence to Islamic precepts. Those who wear hijab reported negative experiences of intolerance and discrimination. The decision to wear hijab was subsequently associated with perceived discrimination that would limit one’s employment opportunities.

Religion is one diversity categorization that can be invisible yet still has a significant impact on workers and their engagement in the workplace. Organizations engaged in strategic diversity initiatives may need to better understand specific nuances of diversity concerning religious expression and the potential psychological toll hiding those expressions may have on workers. The paper's findings have implications for personnel selection, training, and managing interpersonal relationships in the workplace.

Religious expression is an under‐studied workplace diversity facet, especially when disclosing religion is a choice that may result in being stigmatized. There has been research on workplace treatment of Muslims and the influences of spirituality, but no research that examined the decision to wear hijab and the associated workplace consequences.

This study aims to explore the hijab research impactful authors, influential journals, collaboration networks and emerging trends. In addition, keyword co-occurrence techniques are used to scrutinize the field’s major schools of thought.

Hijab research has witnessed a distinct proliferation during the past decade. In this article, the authors apply bibliometric network techniques to examine the conceptual/intellectual structure of this domain based on 485 Web of Science documents written by 848 authors representing 66 nations and spanning almost 40 years (1984–2021).

Results show that the most impactful journals publishing hijab research are Women’s Studies International Forum, Gender, Place and Culture, Ethnic and Racial Studies and the Journal of Islamic Marketing. Results also show that the author collaboration network in hijab research is sparse. Furthermore, results related to collaborative networks between institutions and countries reveal a global “North–South” schism between developed and developing nations. Finally, the multiple correspondence analysis applied to obtain the hijab research conceptual map reflects the depth and breadth of the field’s foci.

The present analysis has far-reaching implications for aspiring researchers interested in hijab research as the authors retrospectively trace the evolution in research output over the past four decades, establish linkages between the authors and articles and reveal trending topics/hotspots within the broad theme of hijab research.