There’s something to be said about the selfie generation. That beyond the endless narcissistic over-sharing of pouts and twerks, the millennial calling card has risen from the glut of the internet to become a serious contender for the attention of marketers. Just ask Kim Kardashian.
Or, in the case of 18-year-old Summer Al Barcha, it has also helped turn a teenage obsession in fashion into a platform for self-empowerment and cultural expression that’s now attracting serious sponsorship proposals.
Al Barcha, an American blogger, started her Hipster Hijabis Instagram account (instagram.com/hipsterhijabis) in 2012 after the pictures on her private account started attracting attention. Born to Syrian parents, the Saint Louis, Missouri, resident’s take on modest but fashionable dressing — think cleverly layered looks and creatively worn maxi dresses — is gaining fans from around the world with more than 22,000 followers and growing.
“I used to be asked a lot of questions in high school on how I manage to create my outfits with my head scarf and decided to create the page so others can keep track,” she says. “I wanted to prove that being modest does not have to be dowdy or boring. And that it was possible for Muslim girls to get their own styles while shopping at mainstream stores.
“The hijab should be an enhancement, not a barrier.”
Al Barcha is heading to Dubai on October 5 to speak at Fashion Forward (FFWD), the twice-yearly showcase that will feature catwalk shows and talks by industry insiders, where she will be joined by Emirati designers Lamya Abedin, of Queen of Spades, and Rabia Zargarpur of Rabia Z, to discuss Modest Fashion in Modern Times.
“We live in the Middle East and the subject of modest fashion has always been a topic of interest for the whole fashion community,” says Bong Guerrero, the founder and CEO of FFWD. “It is a style sensibility that exists right in front of us. We wanted to talk about it and see how it is represented and evolving — not just from a creative perspective, but also from a business perspective.”
Flying down Al Barcha was a no-brainer, adds Guerrero.
“We scanned a few people and she beeped on our radar as this upcoming blogger who was representative of the younger generation, has a very cosmopolitan outlook and who has a strong following,” he says.
Al Barcha is not the only one riding the hipster hijabi wave. Bloggers such as Ascia Farraj (Ascia_Akf) from Kuwait and companies such as Haute Hijab in Chicago and Hijab Stylist in Melbourne have huge followers on Instagram.
The proliferation of these stylish images on the internet has already helped reinforce positive messages about Muslim women and those wearing hijabs in particular, says Al Barcha.
“Fashion is fashion and religion does not have to get in the way. And modesty is something that’s appreciated by everyone, whether you are a Christian or a Jew.”
And for people like Abu Dhabi’s Maha Khalid, it is also great business.
Khalid, a former architect who opened her Polish Nails Care and More Salon in the capital two years ago, started a Hijab Clinic last year after strangers starting asking her how she wore her head scarves.
The response she’s received has been outstanding, she says.
“Whether it’s to a wedding or for the work place, women want to express themselves and not let the head scarf be a hindrance to anything. So we teach them how to play with colours, layers, fabrics and how to creatively mix them with what they are wearing,” says Khalid, a Jordanian of Palestinian origin.
A consultancy with Khalid will cost Dh400, which will include evaluation of your personality, advice on fabrics and colours to use to match your lifestyle, three different hijab styles with video instructions
News of the Hijab Clinic has already spread far and wide, with Khalid even consulting via Skype.
“I recently had a client call me from France. She was visiting the UAE for a few days and she wanted me to teach her 16-year-old sister how to wear the hijab creatively,” says the entrepreneur. “You know how it is in France especially if you wear a head scarf. So she wanted something to learn how to be modest but at the same time be professional and fashion forward.”
Al Barcha is also looking to start her own YouTube channel soon with a collaborator. But she wants to finish college and then eventually move into fashion design. Many of her posts are already sponsored by brands and labels.
“For now I want to keep it simple, effortless, feminine and stylish,” she says.
Fashion Forward runs from October 4 to 6 at the Madinat Jumeirah in Dubai. Attendance to the catwalk shows are invite-only. Entry to the venue requires registration. Go to fashionforward.ae
