The Veiled Identity: Hijabistas, Instagram and Branding In The Online Islamic Fashion Industry

Abstract

What it means to be a Muslim woman is frequently redefined in reaction to the notions of ‘Muslim womanhood’ constructed within neoliberal society. By examining the ways in which Hijabi fashion bloggers use the visual discourse of their Instagram accounts to implement specific notions of taste, authenticity and branding this project aims to address the question of where fashion blogs fit within mainstream fashion frameworks and the ways in which the assumed tensions surrounding veiling and fashion are disrupted.

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