Islamic fashion in Malaysia
The commodification of religious values on Instagram
Bibliographic Data
| ID | 21439443 |
|---|---|
| Authors | Che Nooryohana Zulkifli (Universiti Sains Malaysia, corresponding author), Kumaran Rajandran (0000-0002-4956-0645, Universiti Sains Malaysia) |
| Year | 2024 |
| Volume | 34 |
| Issue | 3 |
| Pages | 298-318 |
| Publication date | 2024-05-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Asian Journal of Communication (JOURNAL) |
| Journal identifiers | ISSN: 0129-2986 • E-ISSN: 1742-0911 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/01292986.2024.2314775 |
| OpenAlex | W4391645202 |
| Language | EN |
| Citations received | 1 |
| References cited | 59 |
Islamic fashion has expanded considerably in the last five years and it has gained favour from people due to different branding communication strategies. One of the major strategies is commodifying Islamic teachings to make and sell female attire that appeals to Muslim women. To understand this phenomenon, this article examines five Malaysian Muslim women’s fashion brands on Instagram, analysing the language and pictures used to represent Muslim women and communicate Islamic values. Using frameworks in Critical Discourse Studies (CDS), this article investigates how local Muslim women’s fashion brands represent Muslim women and how they use language and pictures to transmit Islamic messages related to Islamic fashion on Instagram. The analysis reveals that Muslim women’s fashion brands on Instagram have successfully commodified Islamic principles by communicating them through fashion by portraying Malaysian Muslim women as modern, sophisticated and fashion-savvy individuals. These findings also indicate that local fashion brands have successfully commodified Islamic principles by communicating them through fashion, increasing societal awareness of Islamic practices in Malaysia
Advertising · Business · Commodification · Islam · Media studies · Muslim world · Phenomenon · Sociology · Asian Studies and History · Halal products and consumer behavior · History
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| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |