Piety, fashion and festivity in a modest fashion shopping mall in Istanbul

Bibliographic Data

ID13015137
AuthorsMerve Kütük-Kuriş (0000-0002-5883-6981, corresponding author)
Year2020
Volume7
Issue2
Pages167-191
Publication date2020-10-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternational Journal of Fashion Studies (JOURNAL)
Journal identifiersISSN: 2051-7106 • E-ISSN: 2051-7114
PublisherIntellect (PUBLISHER • GB)
DOI10.1386/infs_00025_1
OpenAlexW3095525528
LanguageEN
Citations received6
References cited35

This article studies a new shopping and entertainment centre in Istanbul, Zeruj Port, founded and run by young Muslim female entrepreneurs who specialize in Islamic modest fashion. Based on an ethnographic enquiry, the article analyses how female Muslim entrepreneurs in this unique women-themed mall develop new forms of Islamic fashion and leisure, thereby giving a new meaning to female piety in contemporary Turkey. Female Muslim entrepreneurs have emerged as the new tastemakers in the market, seeking to accommodate western trends in fashion and leisure without making major concessions to the consumer market, but also without completely conforming to the dominant Islamic discourses on fashion and leisure. These pious female entrepreneurs achieve this using reconciliation strategies based on notions of individualism. However, the article discusses cases where these young female actors do not so easily challenge Islamic rules of propriety regarding fashion and leisure. Thus, the article concludes that the fashion and leisure performances of female Muslim entrepreneurs subversively accommodate existing regimes of truth about female piety

Clothing · Entertainment · Ethnography · Fashion design · Individualism · Islam · Meaning (existential · Piety · Political science · Sociology · Anthropology · Fashion and Cultural Textiles · Gender Studies · History · Jewish and Middle Eastern Studies · Law · Psychology · Turkey's Politics and Society

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