Marketing the Muslim Woman: Hijabs and Modest Fashion Are the New Corporate Trend in the Trump Era

by Rashmee Kumar


“By selling modest clothing or spotlighting a hijabi in an ad campaign, the U.S. clothing industry is beckoning Muslim women to be its latest consumer niche. In order to tap into the multibillion-dollar potential of the U.S. Muslim consumer market, large retailers have positioned themselves as socially conscious havens for Muslims, operating on a profit motive rather than a moral imperative.

Many Muslim women, especially those who grew up post-9/11, may find inclusion as consumers to be a reprieve from everyday Islamophobia. However, the representations circulated by retail companies are reductive of Muslim-American identity. Certain Muslim women who conform to expectations of patriotism and consumption are granted visibility, while others, like black Muslim women, are erased from the narrative of Islam in America. Meanwhile, Muslims whose labor is exploited overseas are disappeared from corporate conscience.”

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