Issues and Factors Influencing Shariah-Compliant Fashion Choices Among Gen Z: A Narrative Review
DOI:
https://doi.org/10.36877/jhis.a0000630Abstract
The global modest fashion industry is expanding rapidly yet faces a core tension between contemporary style trends and Islamic principles of modesty. The intersection of self-expression through fashion, adherence to Islamic legal principles (Shariah), and the pervasive influence of global digital culture presents a multifaceted challenge for young Muslims, particularly Generation Z. Despite growing scholarly interest, existing research remains fragmented and sometimes contradictory, leaving little clarity on how these forces interact. This lack of clarity limits consumers’ ability to navigate conflicting pressures and hinders industry stakeholders from producing designs and marketing strategies that are both religiously authentic and culturally relevant. Addressing this gap is essential to ensure that Shariah-compliant fashion reflects genuine Islamic values while resonating with the aesthetic and lifestyle preferences of younger generations. To meet this need, this study adopts a narrative review method, synthesising literature published between 2014 and 2025 to provide an account of the key factors influencing Shariah-compliant fashion choices among Gen Z Muslims. Four key factors emerged (religiosity, fashion consciousness, social media influencers, and online consumer reviews), highlighting the interplay between faith, identity, and digital culture. The findings provide insights for fashion brands, marketers, and policymakers to develop authentic and culturally sensitive strategies that align with Shariah principles while meeting Gen Z expectations. Future research should test these factors empirically using quantitative models.
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