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considers a woman who wears the hijab as somebody who is not educated and who is not
independent (Tariq-munir, 2014). Female managers in the United Arab Emirates face similar
sentiments, with one woman reporting that her choice to wear the niqab made her ineligible for
promotion since it didnt conform to the companys modern image (Omair, 2009). Muslim
women are fighting against these stereotypes by using fashion and social media to show how the
hijab can be adapted to the modern world, while still holding on to tradition. In Malaysia the
hijab is increasingly being marketed as a high-fashion luxury item for the rich and famous in an
attempt to challenge negative stereotypes. In 2014, popular Malaysian designer Vivy Yuso began
a line of chic, luxury hijabs that she promoted on her blog and social media accounts, helping to
spread the image of the hijab as modern and fashionable throughout the country (Thean, 2015).
Dubai fashion CEO/blogger Melanie Elturk also uses social media to promote hijabi fashion and
clearly emphasizes how important it is to hold on to traditional values and promote traditional
Emirati culture in an increasingly globalized country (Elturk, 2014). This trending demand for
Islamic fashion abroad directly affects the West, too. Mainstream Western companies such as
Dolce and Gabbana and Tommy Hilfiger, for example, have jumped in on the growing Islamic
fashion market and recently released hijab fashion collections, which many see as a step forward
in the acceptance of the hijab in Western society (El-Yacoubi, 2016).
Presenting the hijab as fashion has greatly influenced how many people perceive the
hijab both in the West and abroad. Westerners are coming into increased contact with images of
the hijab and now have a new way in which to discuss the hijab outside of its usual, negative
political context, while those in Muslim majority societies are learning to see the hijab as modern
yet still a part of societys traditional values. Thanks to fashion, Muslim women have been able
to challenge many of the negative stereotypes of the hijab in the West and all around the world.
Bibliography
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