Consumer Pulse
- Not
Astrid Mariana Pohan, Indonesia

The Indonesian Muslim women of today are at a crossroads between their culture, religion, and self-actualisations. This is manifesting in many different ways, and a prominent aspect of it is in the phenomena of trendy hijabs.

In the previous decade and earlier, in following the rules of Islam, the jilbab was seen as a way to preserve your modesty and hide your feminine form. The jilbab was to be simple and demure in appearance, with minimal variations, and always generally loose and thick enough to conceal and cover one’s whole body.

Then emerged a generation of Muslim women who looks at the jilbab as something that doesn’t have to be old-fashioned. Though not without criticism from the conservative jilbab wearers, these ‘Hijabers’ want to be seen as modern and trendy even though they wear a jilbab. They call their old jilbab hijab, a more conceptual and less rigid term, establish communities online and offline, and tutorials on how to make and wear trendy hijabs now populates Youtube and Facebook. Wardah, a brand that communicates specialization on Muslim cosmetics, is making a killing with consumers.

The new generation of hijab wearers are women who uses the hijab as a mode of self-expression, to show the world that while they observe their religion, they are as progressive and cosmopolitan as their non-hijab contemporaries, they identify with the same brands and music, and they are trendy as well.

Modern jilbal

Conventional jilbab

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