Pop Culture and Islamic Identity of Millennials and Gen Z: Hijabers, Muslim YouTubers, and the Contestation of Modest Fashion Meaning

Moh. Toyyib; Muhammad  Yunus Musthofa; Sajida  Putri

doi:10.63919/surau.v2i1.64

Authors

Moh. Toyyib Institut Agama Islam Miftahul Ulum Pamekasan Madura, Indonesia https://orcid.org/0009-0006-5589-9262
Muhammad Yunus Musthofa South Ural State University, Rusia https://orcid.org/0009-0005-3159-2162
Sajida Putri Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi, Indonesia https://orcid.org/0009-0002-9283-5795

DOI:

https://doi.org/10.63919/surau.v2i1.64

Keywords:

Islamic Identity, Digital Popular Culture, Hijabers, Muslim YouTubers, Modest Fashion, Identity Negotiation.

Abstract

This study examines the construction and contestation of Islamic identity among Millennials and Generation Z within the landscape of digital popular culture, specifically through the phenomena of hijabers, Muslim YouTubers, and modest fashion. The analysis employs a library research methodology, systematically reviewing scholarly literature to explore how religious values, aesthetics, and digital capitalism intersect in shaping contemporary Muslim identities. Findings reveal that social media functions as a crucial arena where piety is increasingly expressed through performative and aesthetic practices, leading to a dynamic negotiation between authenticity and commodification. The study concludes that Islamic identity in the digital age is fluid and hybrid, marked by a shift from traditional religious authority toward participatory, algorithmically mediated forms of religiosity. These transformations highlight the need to critically re-examine the relationships between religion, media, and popular culture in increasingly digitized Muslim societies.

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