Indo18 Updated - Pesona Mamah Muda Hijabers Cantik Mangga Tobrut -

The hijab, a symbol of modesty and faith, has become an integral part of Indonesian culture. In recent years, the number of young women adopting the hijab has increased significantly, not only in Indonesia but also globally. This trend is attributed to various factors, including the growing awareness of Islamic values, social media influence, and the desire to express one's identity.

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Despite the campaign’s commercial success (a 38 % sales lift in the first quarter post‑launch; INDO18 internal report, 2023), academic literature has paid scant attention to the and consumer reception of such hybrid identities. This paper addresses this gap by answering two core questions: The hijab, a symbol of modesty and faith,