The Hijabi Self: Authenticity and Transformation in the Hijab Fashion Phenomenon

The purpose of this research is to delve into the intricate relationships be-tween hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets. The research utilizes a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consum-ers who reflect on their self-transformations with respect to the hijab phe-nomenon. The findings of the study give insights relevant to the consum-er experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, consumption as integration, consumption as play, and consumption as classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones. The study methodology is qualitative there-by putting limitation on generalizing the findings to other consumers and contexts. The findings are, however, relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture. The results are also relevant to consumer culture theorists as well as to mac-romarketing researchers looking at authenticity in the hijab fashion phe-nomenon. The research is relevant in understanding the hijabista culture, which is a growing consumer culture around the globe. The research com-bines the literatures on consumer culture theory, self-transformations, and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature.