Religious beings in fashionable bodies: the online identity construction of hijabi social media personalities

A ‘hijabista’ – from the terms hijabi and fashionista – is a Muslim woman who dresses ‘stylishly’ while still adhering to the rules governing ‘modest’ apparel that coincides with Islamic dress code. A handful of these digitally savvy young women have established an online presence, becoming social media personalities with hundreds of thousands, even millions, of ‘followers’ who avidly consume (read) their personal blogs and/or social media posts. This study examines new media, faith, and fragmentation online, where virtual spaces facilitate the construction (re-construction) of a digital identity or persona. We employ an approach that combines netnography and case study to examine the content generated by three high-profile hijabistas, or hijabi fashion and lifestyle bloggers, and build upon identity theory to determine how each has negotiated an online persona that privileges her religious or fashionable self.