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Women wearing headscarves in the Islamic style |
In recent times, fashion brands and multinational companies have featured in their advertisements women wearing headscarves in the Islamic style, but for various reasons, some Muslim women are not happy about this new trend.
Dolce & Gabbana, H&M, Pespi, Nike are some of the big names who have featured women in traditional Islamic hijabs in their main commercials.
Hijab has always been hotly debated in the online communities of feminists, religious conservatives, and secular thinkers. What does it represent? But this time it is Muslim women themselves who are asking why it was used.
Rosie Harvey, a journalist, wrote about Pespi's latest ad featuring Kendall Jenner.
The ad was controversial because of the demonstrations, but Muslim women objected to it for another reason, namely that it featured a woman taking pictures of the rally wearing a hijab.
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| Nike also designed hijabs for female athletes |
"A multi-billion dollar company has given the impression of being a progressive by portraying a Muslim woman," Harvey told BBC Trending.
Pepsi is not the only company to highlight women's hijab. Recently, Nike also designed a hijab for female athletes, which will be available in stores from 2018. H&M used the first Muslim model in the hijab ad, while many other brands and labels continued to advertise under the name 'Ramadan Collection' to attract Muslim customers.
"These companies want to show Muslim women that they are progressive," says Harvey.
The so-called hijab fashion bloggers and make-up educators for women wearing hijabs are also a topic of discussion.
They have millions of viewers and they are shared. But some women say they are under increasing pressure to look fashionable, and this is a reason for some to stop covering their heads.
These women believe that something sacred is being hurt in commercials. Khadija Ahmed, editor of a new online magazine, An Other Lens, wrote her personal story about how she wore the hijab for two years and then decided not to wear it.
She told the BBC that she felt pressured to look good when she saw women wearing hijabs on social media and in advertisements.
"I don't think brands are benefiting us. We do not need the approval of big or popular companies for our identity.
Khadija Ahmed said, "It is not helping Muslim women. Instead, the number of people wearing hijab is decreasing." I consider it worship."
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| Some women say they are under increasing pressure to look fashionable |
Some feminists have differing views on the hijab, especially where it is required. Journalist and Iranian activist Masih Ali Najad launched a campaign on Facebook called "My Secret Freedom" which showed some Iranian women taking off their hijabs against the state's order.
"I think the western media wants to make the issue of hijab commonplace," he said. They want to talk about the Muslim minority in the West. But they may be forgetting that there are millions of women in Muslim countries who are forced to wear the hijab.
So why are these brands interested in showing clothes with a religious identity?
Shehlina Jan Mohammad is vice president of an advertising company and supports Muslim companies around the world.
"Currently, the number of Muslim users is increasing," he said. They have their own way of life and it should look like any other.
"And it's about trade and business."
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