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Emphasis on authenticity, everydayness, relatability, ordinariness, and networking on Instagram by the young and ordinary at the expense of their privacy has helped them gain ‘micro-celebrity’ status. Such celebrification is influential in shaping the attitudes of young female Muslims towards perceived quality and status-seeking behaviours. In Brunei and Malaysia, the staggering growth of luxury retail brand, dUCkscarves had mobilised the hijab as a statute of class through the intersectionality of religion and progressiveness. Its founder, Vivy Yusof, an avid blogger turned micro-celebrity had consistently channelled brand reminders of dUCkscarves across the Southeast Asian region through Instagram. This paper looks into the influence of Vivy’s celebrity identification, emotional development, and value development towards ensuing audiences that contributed to her successful celebrification. This paper aims to demonstrate the influence of a hijabi celebrification on hijab consumption in Brunei and Malaysia from the perspectives of Vivy as a micro-celebrity. In so doing, we revealed collectivistic identities, shared voices, a sense of belonging, and overall societal transformation enabled by social media.
Mohamad et al. (Thu,) studied this question.