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All Journal Pelita - Jurnal Penelitian Mahasiswa UNY Jurnal Noken: Ilmu-Ilmu Sosial Indonesian Journal of Religion and Society Aksiologi : Jurnal Pendidikan dan Ilmu Sosial Indonesian Journal of Tourism and Leisure Jurnal Pendidikan dan Ilmu Sosial Jurnal Pepadu Jurnal Pendidikan West Science West Science Social and Humanities Studies Baileo: Jurnal Sosial Humaniora West Science Islamic Studies
Latifa Dinar Rahmani Hakim
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : West Science Islamic Studies

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Islamic Pop Culture and the Commodification of Religion in Muslim Fashion Products on Instagram Hakim, Latifa Dinar Rahmani; Novitasari, Salwa Aulia; Andiani, Paramita
West Science Islamic Studies Vol. 3 No. 04 (2025): West Science Islamic Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsiss.v3i04.2345

Abstract

This study investigates the intersection between Islamic popular culture and the commodification of religion through Muslim fashion products on Instagram. Employing a qualitative descriptive approach, data were collected through in-depth interviews with three key informants: a Muslim fashion influencer, a brand owner, and a consumer of Islamic fashion. Thematic analysis was used to explore how Islamic values are represented, negotiated, and commercialized within digital fashion culture. The findings reveal that Instagram serves as a hybrid space where faith and consumerism coexist, allowing Islamic symbols such as the hijab, modest wear, and Quranic motifs to function simultaneously as expressions of piety and as marketable commodities. Influencers and brands strategically use religious narratives to establish authenticity and attract audiences seeking both spiritual meaning and lifestyle identity. Meanwhile, consumers engage with these products as markers of belonging and moral expression, despite recognizing the risk of superficial religiosity. The study concludes that Muslim fashion on Instagram exemplifies the transformation of religion into a digital commodity—where spiritual values are aestheticized, marketed, and consumed in alignment with contemporary capitalist and media logics.
Co-Authors Andiani, Paramita Apriyanto, Apriyanto Arini, Rani Eka Baihaqi, Muhammad Abdilah Dimas Aldi Pangestu Farida Hilmi Ghina Andini Hilmi, Farida I Dewa Made Satya Parama, I Dewa Made Ika Wijayanti Ika Wijayanti, Ika Karyadi, Lalu Wiresapta Maulana , Dimas Andrian Muktasam Nasrullah, Arif Novitasari, Salwa Aulia Parama, I Dewa Made Satya SITI MAHMUDAH