Hijab fashion in the axis of Islamic fashion marketing

This study aims to examine the hijab fashion in terms of Islamic fashion marketing and to determine the ideas of veiled women on this issue. In the study, qualitative research method was used. Interviews were conducted using semi-structured interview technique with 29 hijab-wearing women between the ages of 17-40. The main problems of this study are what hijab wearing women understand from the concept of hijab, what covering their head means for them, how the spread of hijab fashion has changed women's perception of hijab, the reasons for following social media influencers and choosing online hijab stores. Another aim of the study is to investigate the extent of social media and influencers in the lives and clothing styles of hijab wearing women. The findings from the interviews indicate that the meaning of hijab is gradually changing. The study shows that aesthetic concerns and the desire to be visible in social life have been revealed today in the hijab practices, which previously used to be only a sign of piety.