"Stailo & Sopan": Modesty and Malay-Muslim Women

Islam is commonly represented in Malaysia by the "hijab" or the act of veiling and its use is common among Malay women who are predominantly Muslim. The practice has become even more visible through media with the resurgence of Islam in many parts of the world. Prior to the introduction of "Hijabista" in 2012, Muslim-centric womens' magazines available on newsstands focused on generally spiritual matters, social issues and female wellbeing. Hijabista penetrated the market with a manifesto of "stailo & sopan" that literally means "stylish & modest" in the Malay language, of which the tagline established a new identity for urban Malay-Muslim women through the portrayal of stylish yet modest women in its articles. This study investigates the construct of the hijab through Hijabista magazine and its role in creating desire among consumers to embrace a modern Islamic lifestyle.