The Merriam-Webster dictionary (2015) defines hijab as the ‘traditional covering for the hair and neck that is worn by Muslim women’. According to the Qur’an (24:31), this word refers to ‘… to wrap their covering over their chests…’, which points to the modest sartorial style of Muslim women in general. It is important to note that Muslim women in hijab are constantly displayed in both everyday life and various media platforms. As such, donning a hijab becomes the most visible distinction between a Muslim woman and those of other faiths prescribing to Western ideals. The hijab, therefore, acts as the identifying symbol of the Muslim woman.
In the last few years, the number of young Muslim women wearing hijab has increased greatly. This is caused by the growing number of hijab-wearing style bloggers who are redefining the idea of what it means to be a modern muslim woman. Assisted by the socio-technological developments caused by new (mobile) communication technologies (Blommaert and Varis 2015), these influencers have started a sartorial movement that brings together two seemingly opposing ideas in order to create an indigenous identity.
Known as Hijabista, a term coined by Jerome Taylor in The Independent newspaper (2010), they are defined as “a trendy set of up-and-coming Muslim women” (Taylor 2010) who dresses fashionably while still conforming to the code as prescribed by Islam through the donning