The Islamic Dress Standards and Modest Fashion Representation among Malaysian Muslimah Icons and Celebrities

Abstract

This article examines the representation of Islamic Dress Standards (IDS) in Malaysian modest fashion through the public visibility of Muslimah icons and celebrities. Responding to the growth of modest fashion as part of the Islamic economy and popular culture, the study aims to define IDS conceptually and operationally, analyze how Muslimah celebrities mediate Islamic values, fashion trends, and modern identity, and explain the role of social media and fashion design in shaping modest fashion representation. This study employed a qualitative narrative literature review with a conceptual-descriptive approach. The data were drawn from recent journal articles, industry reports, and publicly available representations of Malaysian Muslimah celebrities, modest fashion brands, and social media practices. The findings show that IDS operates not only as a religious guideline but also as a visual, cultural, and market framework. Malaysian Muslimah celebrities function as mediators between faith, contemporary style, and public identity; social media expands their influence; and designers translate modesty into wearable products that combine coverage, comfort, cultural identity, and fashion relevance. The article contributes to modest fashion studies by clarifying IDS as both a normative standard and a representational practice in Malaysia's Muslimah fashion culture.