Fashion Industry

How Modest Fashion Influencers Developed their Self-brand

Couple of years ago the blogging scene has exploded, declaring the arrival of many female bloggers who were happy to show their lives to the public, whether it was their clothes or whatever profession they were doing. Some of them were business savvy where what they started as a blog and a photo post ended to be a brand and a company on its own.

Self-marketing has grown in social media where we can find many courses online on this topic,  the educational platform Coursera is one famous platform to find these courses. The new wave of bloggers has perfected the act of posting and sharing, thus, creating a name and a lucrative business. These bloggers have risen to become social media influencers, they were able to build an audience that helped them in return to build their brand, what distinguishes some of them from others is the level of their ability to be an Authority figure, this means being a reference in their industry, most bloggers who were able to establish themselves as authority figures are able to attract audiences to their channels instead of hunting them down, they are also able to engage them instead of seducing them with pitches. As an Authority you become a go-to place whenever someone wants your type of product or service. An example of such Authority figure on screen is Oprah Winfrey. But which of the Hijabi Bloggers can be considered an Authority, let’s see.

I have chosen a group of bloggers who have more than one hundred thousand followers, many of them started as bored bloggers showing their latest fashion trends but with time their accounts have evolved where they’ve become their own brand with countless collaborations with fashion houses and endorsements from many companies.


Amena Official

Is a Beauty and Lifestyle YouTuber from the U.K. with 586k followers on Instagram. Amena, is one of the owners of Pearl Daisy a clothing shop in Midlands, UK. The shop caters to Muslim Hijabi women’s fashion, you will also find that she poses for most of the modeling shoots in the store (not bad for a marketing idea). In many of her Instagram posts Amena promotes Girl Power especially in her work with L’Oreal, she is L’Oreal Glam Ambassador.  Here is the link to her website.


Sincerly MAryam

An American mom from Texas, she is an IT project manager by profession and runs a scarf company along with her sister. The Blogger is well known through her Instagram page as ‘Sincerely Maryam’. The power of her Instagram photos I think is due to the fact they show the girl next door, they are not staged and she puts little make-up (or at least chooses natural tones). Just showing a normal girl with a Passion for Fashion. She has 249k followers on Instagram. Here is her website



Ascia fame has grown to be a phenomenon. During studying for my Master degree there were some academic papers discussing her online presence on social media. The Kuwaiti-American blogger along with her husband created a unique identity for themselves throughout their pages, best known as the ‘Hybrids’. Ascia has developed a name for herself and a fashion line too. She is sought after by different companies to promote their brands. It’s clear this professional businesswoman has passed many strides in the social media scene, she has a team to help her work on her social media image. This Instagram superstar has earned her way in modest fashion although she does get critique for her Hijab style sometimes from those who see her not modest enough in her fashion choices. Ascia is definitely a source of authority even when some of her readers post a critique about her outfit or hijab style as one did on one of her Instagram posts. Here is Ascia’s website

An update: Ascia has removed her headscarf and does not consider herself as a Hijabi blogger, and she continues to run her platform and beauty product business.


MElanie of HeutHijab'

Melanie is the founder of Haute Hijab. When I first wrote this article Melanie had focused on reflecting her image on her website when I checked it again I found some developments have occurred since then as the focus has shifted on the Hijab products and transforming her website into to a platform that discusses Muslim women issues with many writers contributing in writing the articles. After watching her video introducing her brand I liked this business savvy woman. It’s all shown in how she positions herself and communicates her brand by saying without actually saying it “I am all about business kind of woman”, her image departs away from Ascia’s “It Girl” image.

Haute Hijab has a well-developed e-commerce platform, if compared to Ascia we find each has taken two different marketing strategy routs; while Ascia has become her own brand, where she is the one who promotes the product that she has signed for and she uses her social power to give attention to the brand she is trying to sell. Melanie, on the other hand, might have started by building an audience through social media which in turn helped her to build her brand ‘Heute Hijab’ but then ‘Heute Hijab’ has become a separate brand from Melanie where she positions herself as the owner and founder, meaning in the future she can sell the business for good profit without losing her name since her image is not the face of the brand and can be replaced if necessary. Melanie is also a source of Authority in the Hijabi business. Her website

Sondos Alqattan

Sondous Alqattan

A Kuwaiti make-up artist, I thought it was interesting when I saw her Instagram post promoting a sensitive issue to women in the Middle East by going through a procedure to freeze her eggs. I liked how Alqattan, a make-up artist broke out of her field in beauty by posting about a topic to educate women about this technique in the Middle East. Even if she was paid to do it her choice to do it in the first place shows how bold she is, this Instagramer has a huge number of followers reaching 2.3 million because of this audience she is able to act as a promoter to many brands and businesses. with this number of followers, she definitely can be considered a source of authority. Her website

Nurarisma Maryam

Nurarisma Maryam

An Islamic lifestyle blogger, her content speaks to people seeking spiritual fulfillment. The Japanese convert to Islam who is living in London shows her life journey in seeking balance and inner peace, she tells the story of other converts that she met as well. Her entire language come with faith filled sentiments which is different from the previously mentioned bloggers. Her Instagram

Risa Mizuno

Muslima Tokyo

Known as Muslimah Tokyo, she is another figure of a Japanese who converted to Islam. She is married to a Malaysian man where she talks about in her Instagram posts. You can see the Love in the air everywhere for this couple. She is pretty much in the same category with Nurarisma Maryam except with Muslimah Tokyo she shows more posts of her professional life. Her website

Moda Bastet aims to support the fashion industry, if you see a photograph that belongs to you on this site, it’s because I thought it is awesome. If the photograph is missing a link, I have not been able to find you and need you to get in touch so it can be credited correctly. However, if you don’t want to share it, I will gladly remove anything you ask me to, so please let me know. You can get in touch through the contact form.

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