Abstract
This study explores the representations of Muslim women on the cover designs of
GAYA Magazine. The study analyses 39 issues of GAYA Magazine that have been
digitally published since December 2015. The study aims to examine how the
identities of Muslim women are constructed in contemporary hijab fashion media by
conducting a content and semiotic analysis. I position the representations of Muslim
women within the broader theoretical framework of Islamic feminism, Orientalism,
and cultural identity. Additionally, I explore concepts of modesty and the hijab,
representations of women in hijab and Western fashion media, as well as the
commercialisation of hijab fashion.
The content analysis is interpreted with the aid of Islamic feminist ideals. The findings
show that the covers of GAYA Magazine presents multiple identities for Muslim
women, which broaden more traditional views. The covers show that there is no
single type of identity about what it means to be a Muslim woman in a modern,
transnational society. Additionally, the findings highlight that modesty is subjective
and can be expressed in diverse ways amongst various cultures. The results also
reflect that Muslim women use hijabi fashion media to challenge the stereotypical
representations associated with them. Hence, this study contributes to a broader
discourse, within hijab fashion media and Islamic feminism, by addressing the
representation of Muslim women from a design perspective.
Keywords: Muslim women, Islamic feminism, hijab, modesty, Orientalism, cultural
identity, graphic design, representation.