October 3, 2025Sawwa Jurnal Studi GenderOpen Access

Colonial Legacies and Gender Representation on Social Media's Muslim Fashion Brands in Indonesia

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Qualitative content analysis reveals how Muslim fashion brands tackle colonial legacies and gender representation on social media.

Findings highlight social media as a space for cultural reclamation and diverse representation of Muslim women.
Analysis of brands revealed lingering colonial narratives promoting Westernized beauty ideals, particularly lighter skin.
A qualitative content analysis method was utilized to examine Instagram accounts of four prominent Muslim fashion brands.
The study underscores the need for awareness in digital branding, promoting diversity aligned with Indonesia's rich cultural identities.

Baroroh et al. (2025) studied this question.

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