When modesty meets fashion: how social media and influencers change the meaning of hijab

PurposeThis 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. Design/methodology/approachThe authors conducted in-depth interviews with 29 hijab-wearing women in Turkey. The authors collected data in June-November 2020. FindingsFindings 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. Research limitations/implicationsThis 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. Practical implicationsThis study offers some insights for Islamic marketing practitioners in terms of influencer using in hijab fashion. Originality/valueThis 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.