What do Nike, H&M, and Fenty Beauty share in common? These powerhouse brands have embraced a budding trend in the world of fashion: the hijab takeover. The year 2017 saw hijabi supermodel Halima Aden as part of Rihanna’s squad in the Fenty Beauty launch commercial, and hijabi Mariah Idrissi featured in an international H&M campaign.
The Hijab in Western Advertising Campaigns
A question comes to mind, “When did the hijab become so accepted that it’s now commonplace in Western advertising campaigns?” This shift can be traced to the increasing visibility of hijab-wearing fashionistas and influential women on social media platforms.
Social Media: A Platform for Hijabis
Social media has become a haven for hijabi women to showcase their talent, express themselves, and connect with other Muslim women across the globe. Though considered at odds with society or invisible, hijabi women have become normalized through social media and mainstream advertising campaigns.
The Importance of Representation
Nour Coudsi, a University of California, Berkeley student, emphasizes the importance of representation. “If you cannot see yourself in the media, it’s hard to gain a sense of representation, especially for girls who are just starting to wear the hijab,” she said. The media landscape is slowly changing, offering a sense of belonging and validation to hijabi women worldwide.
Redefining the Hijab
Social media is also enabling the Muslim community to engage in dialogue on what the hijab truly represents. Traditionally, the hijab is a cultural choice in Islam to express modesty and privacy through attire. But a single scroll through the #hijab on Instagram reveals various looks that define the hijab.
Hijab: An Expression of Individuality
Stanford sophomore, Leenah Al-Falih, speaks about her experience with the hijab, saying, “The variations of this do not matter, as long as you feel comfortable. I sometimes wear a beanie; I sometimes wear a headscarf. I try to break all the standards and stereotypes of what a hijabi should look like.”
The Hijab as a Fashion Statement
Millennials are increasingly interpreting the hijab in ways that diverge from the traditions of their mothers and grandmothers. The hijab is increasingly viewed as a component of fashion expression, not simply a veil of modesty.
Brands Capitalizing on the Hijabi Market
Significant brands also recognize the purchasing power of hijabi women across the globe. “Social media channels spreading hijabi makeup artists and clothing lines have helped me find more hijab-friendly clothes,” said Michael Alqadeeb, a Stanford second-year master’s student in geophysics.
Hijabis: Breaking Stereotypes and Inspiring Women
Hijabi women are no longer “hidden behind a veil,” as Al-Falih explains. They are inspiring figures in the media, proving there are no limits to what a hijabi woman can achieve. Hijabis are visible now and are here to stay. They are not only fashion influencers but also esteemed figures like Ibtihaj Muhammad, a U.S. Olympian fencer, and Noor Tagouri, a critically acclaimed journalist. Numerous Stanford women are studying various degrees, making a statement with their hijabs.