Muslim women consumers: Critical interpretations of US modest fashion brands entangled with the fashion-advocacy-capitalist-façade

Following 9/11, some young Muslim American women have been wearing hijabs to assert their Islamic identities. They are also seeking fashionable modest clothing, yet, despite their growing buying power, the US modest fashion market targeting Muslim women appears underserved. The purpose of this study was to critically examine how niche modest fashion brands in the United States target Muslim women while drawing upon theoretical concepts centring on oppression and agency related to the long history of gendered Islamophobia Muslims have experienced. We analysed eleven brands’ websites and social media applying the constant comparative method and identified four themes: empowering Muslim women, reclaiming modesty as modern and beautiful, meeting fashionable modest wear demand, and rejecting and perpetuating colourism. In our analysis of the digital discourses of US modest fashion brands, we revealed that these brands emerged to meet the demand of young Muslim woman in the United States who are embracing the hijab and modest clothing as a potent symbol of resistance against western ideologies, the fashion system’s oppressive acts towards Muslim women and traditional Islamic dress codes. Yet, their advocacy-centred messages – empowerment, reclaiming modesty as beautiful – operate within a profit-driven system, which we theorize as a fashion-advocacy-capitalistic-façade . The fashion-advocacy-capitalist-façade concept helps explain the slippery slope that fashion brands are tiptoeing as they aim to empower Muslim women, offer trendy modest clothing, reject traditional Islamic dress codes for women and create space in the fashion market for this unmet demand. Although these brands aim to promote a positive sense of self for Muslim women, they cannot be withheld from critical examination and potential interpretations when operating within the capitalist-driven industry that is so often plagued with significant injustices.