Constructing the ‘Muslim woman’ in advertising

Authored by: Kayla Renée Wheeler

The Routledge Handbook of Islam and Gender

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9780815367772
eBook ISBN: 9781351256568
Adobe ISBN:


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This chapter investigates how fashion advertisements produced by Muslim-owned companies help construct the standard image of the ‘the Muslim woman.’ It argues that these advertisements often construct racialized hierarchies of Muslim women that privilege thin light-skinned non-Black women. These advertisements both create and maintain racialized and gendered hierarchies and show the limits of relying on fashion to provide new identities for marginalized people.

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