Advancing Muslim Modest Fashion Clothing

Abstract

The rise of digital marketing involves leveraging fashion influencers, like bloggers and celebrities, to expand brand reach and drive sales, more notably in the post-pandemic era. In the realm of modest fashion, young female Muslim influencers have played a significant role, tapping into a vast market and positively impacting the global economy. Therefore, this study attempts to explore the impact of these influencers on female modest fashion consumers' decisions associated with their visible Muslim identity and to understand the fashion-faith landscape through the challenges for the influencers. Driven by the theory of two-step communication flow among fashion opinion leaders and fashion consumers, this study adopted a qualitative approach and a research design underlying hermeneutic phenomenology by using semi-structured interviews with modest fashion consumers and secondary source information about influencers. The findings offer valuable insights for consumers, industry stakeholders, and policymakers to support the modest fashion trend and promote a dignified Muslim identity.