Uniqlo’s new stand-alone hijab line for Malaysia was meant to expand the Japanese clothing giant’s reach in one of Southeast Asia’s most prominent modest-wear markets, but its initial marketing has been met with online controversy.
Ahead of the exclusive launch next Monday, teaser images posted on Uniqlo Malaysia’s social media showing the scarves wrapped turban-like around the head, leaving parts of the neck and upper chest visible, triggered debate over whether the campaign reflected Muslim dress expectations, as well as counter-criticism that the backlash had veered into moral policing.
“This is not hijab,” one Malaysian social media user declared, while others accused the retailer of using the term too loosely as the product was “too short” for modesty.
“This is a turban, not a hijab. Very misleading,” another user wrote, while one urged Uniqlo to rename the product an “Airism headscarf instead of hijab”. Some tagged Malaysia’s Islamic Development Department (Jakim) and demanded that the retailer stop using the word “hijab” in its advertising.
Uniqlo Malaysia’s hijab styling draws controversy. Photo: Uniqlo MalaysiaUniqlo is offering three one-size designs, made from its Airism UV-protection fabric, georgette and satin, at 59.90 ringgit (US$15) each.
