Hijab Style Bloggers; From Fashion Trend to Shift in Meaning
WANA (Aug 17) – Marziyeh, a 20-year-old girl with moderate religious beliefs, is scrolling through the “Saved” list on her Instagram—a collection filled with manteaus, scarves, and stylish clothing with an Islamic touch that she dreams of buying one day. With a wistful look and a short sigh, she says, “It’s okay, I couldn’t afford them with this month’s salary, but next month I’ll definitely buy them and finally get rid of these repetitive clothes.”
Her mother, overhearing her, reacts in a reproachful tone: “Marziyeh! Didn’t you buy several outfits just last week? Save some of your money.”
Then, with a critical look, she adds: “God damn these so-called ‘hijab styles blogger’—they keep changing colors and designs and have turned our youth into consumers.”
This short exchange reflects, in a small yet real way, a much larger phenomenon in Iran: a trend that in recent years has become known as “Hijab Style Bloggers,” blending the boundaries between Islamic dress and contemporary fashion in a complex and multilayered way.
Marziyeh, a 20-year-old girl, and her mother. Generated with AI/ WANA News Agency
Modest Fashion, Media, and the Formation of the “Hijab Style” Trend
The global trend of “modest fashion” emerged with the aim of tapping into the vast Muslim market and was initially expanded in non-Iranian countries. Gradually, Iranian bloggers, inspired by this trend, introduced it into the Persian-speaking sphere.
This movement, by combining outward hijab clothing with modern styles, attracted a generation searching for an identity that is both religious and contemporary. In Iran, due to the society’s unique cultural and religious fabric, this trend was at times mistakenly introduced as an “Islamic lifestyle”—an interpretation that holds a significant distance from the true philosophy of hijab and chastity.
At first, the activities of these bloggers focused on displaying diverse, colorful outfits and teaching various ways of tying a scarf. Over time, however, with decreasing levels of coverage and increasing use of heavy makeup, the gap between the appearance and the meaning of hijab became more apparent.
Marzieh’s mother, who once took pride in her daughter’s minimal use of makeup, now faces a heavily made-up face, changes she believes have been influenced by this trend.
Economic and Advertising Dimensions
One of the main drivers behind the spread of this trend is its financial aspect. A major part of “hijab style” bloggers’ income comes from advertising on social networks, particularly Instagram. In some cases, noticeable changes in their financial lifestyle within a short period of time are entirely evident.
Iranian Hijab Style Bloggers. Social media/ WANA News Agency
Psychological Dimensions
From a psychological perspective, this phenomenon reflects the natural human need to be seen and validated—a need that, in virtual spaces, sometimes manifests in excessive and unhealthy ways. Many young people, with fragile self-esteem and incomplete identity formation, are drawn to the glamorous styles of bloggers.
The result is inner conflict, decreased self-satisfaction, and the growth of a consumerist outlook on clothing. This trend has blurred the conceptual boundaries of hijab and modesty, promoting superficial interpretations of Islamic covering in society.
Content Pathology
In many cases, “hijab style” focuses solely on external appearance and neglects modesty as an inseparable pillar of hijab. Colorful outfits and flashy make-up—though regarded as permissible by some—remain, in meaning and philosophy, far removed from the essence of authentic hijab.
This trend, often driven by the desire for attention and visibility, directly contradicts the philosophy of hijab, which is fundamentally a call to “not being in the spotlight.”
Moreover, many hijab bloggers, in pursuit of followers and income, have leaned toward superficiality and consumerism, with even instances of gradual unveiling observed—indicating that this path is fraught with potential deviation and decline.
Some have also taken political and social stances against the Islamic Republic of Iran, reflecting the backing of specific movements aiming to reshape the lifestyle of Iranian Muslim women.
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Impact on the Religious and Non-Religious Segments of Society
A large portion of the audience of “Hijab Style” belongs to the religious segment of society, who are seeking attire compatible with religious norms. Another portion consists of women who wear minimal hijab or are unveiled, and they draw inspiration from the styles presented.
Most activists in the “Hijab Style” trend declare that their goal is to attract individuals who have not yet chosen Islamic covering or those who do not wear hijab. They believe that such clothing styles can, to some extent, draw the attention of these individuals and lead them toward an outward inclination to hijab.
However, this attraction is often superficial and merely external, lacking any deep or genuine understanding of the concept of hijab and modesty. Many of those who are drawn in engage only with clothing and appearance, remaining distant from the philosophy, spirit, and authentic meaning of hijab.
Challenges of Hijab Blogging
It should also be noted that not all bloggers in the field of hijab follow the same path, yet all of them, in one way or another, promote consumerism. This means that even women who previously did not feel the need for diverse styles of clothing may, due to these groups’ advertisements, develop artificial needs. This, in turn, increases consumerism in the field of clothing.
Of course, one cannot claim that all bloggers are at risk of corruption or deviation. Some merely introduce their products and, without engaging in personal showmanship, advertise items in a way that carries fewer negative social impacts and is mainly considered an economic activity.
However, a considerable portion display their luxurious lifestyle, diverse clothing, and so on, conveying the message that merely showcasing appearances can lead to substantial income. This poses a serious threat to the cultural health of society and may drive young people toward shallow and hollow goals.
An Iranian Hijab Style Blogger. Social media/ WANA News Agency
Reaction of “Hijab Style” Influencers to Criticism
One common response from some Iranian “Hijab Style” influencers on social media to criticism and objections regarding their behavior and attire is: “Our personal life is our own business. We are human and can make mistakes, and it’s no one’s place to judge us.”
Some also emphasize that “many problems and harms associated with religion and Islam arise from the extreme behaviors of others.” These positions, which attempt to maintain a boundary between private and public life and evade social responsibility, overlook a key point.
This argument is only valid when a person keeps their life entirely private and away from public view. Once someone appears on social media with hundreds of thousands—or even millions—of followers and attains a degree of fame or influence, they can no longer limit themselves to purely personal matters. Fame and recognition carry cultural and social responsibilities because their behavior and lifestyle can become a model for many followers, even unintentionally or incorrectly.
This is especially true when these individuals operate under the shadow of a religious and cultural concept like “hijab.” In such cases, it is expected that they act with greater caution and deeper understanding and remain sensitive to the behavioral and cultural impacts of their actions.
Hijab is not merely clothing; it is a symbol of identity, values, and cultural and religious commitments. Therefore, accepting social responsibility and behaving appropriately as role models is an essential aspect of the public presence of “Hijab Style” influencers.
In conclusion, “Hijab Style influencer” is a phenomenon shaped by a mix of personal interpretations of fashion, religion, and media, which has blurred the line between the authentic values of hijab and its external appearances. This trend has not only distanced some youth from the true meaning of hijab and modesty but also created psychological and social dualities and challenges.
Iranian Hijab Style Bloggers. Social media/ WANA News Agency
