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This essay looks at the world of cyber Islamic commerce and the marketing of new forms of hijab through tracing the connections between the British Muslim entrepreneur Wahid Rahman who runs a website called HijabShop.com and the Dutch designer Cindy van den Bremen, designer of a new form of sports head covering known as Capsters. It considers the lifestyles of these two individuals, their diverse philosophies and their personal involvement in the promotion of Islamic fashion for women and how cyberspace has provided them with an opportunity for a business partnership. The essay explores some of the representational challenges inherent in the reframing of hijab as fashion, showing how those involved in this niche market navigate complex tensions between different Muslim interpretations of the relationship between beauty and modesty, fashion and faith.
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